Channel 4 Online Programme Support Guidelines for TV Producers
Channel 4 Online Programme Support Guidelines for TV Producers
These guidelines are for TV producers to outline how Channel 4 supports TV titles online, to
facilitate the best digital promotion.
Overview: How Channel 4 supports our TV shows online
Over 95% of TV shows on Channel 4, More4 and E4 have a programme support site on the
Channel 4 network. Approximately, the breakdown is:
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70% of titles on c4.com/programmes
30% of titles on the 4Life portfolio or e4.com.
The minimum online programme support content for all titles is:
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Series and episode synopses
TX times for when the next episode is on
An image
4oD episodes if available
Moderated user comments.
Some titles have additional support to enhance the offering. For example:
• Promotional clips
• Extra online videos such as behind the scenes or interviews
• Social media activity – Facebook pages and Twitter profiles
• Text articles
• Help and support information for people affected by the programme
• Cast & character details
• Genre support information (recipes, make up tips)
• Web credits and stockist information
• Image galleries
• Competitions
• Interactive components such as quizzes, polls, timelines
• Functionality such as 360 degree virtual tours, web apps and games that sit
within the pages
• Links to additional products or services (DVDs, apps, merchandising etc)
• Live chats.
NB. Channel 4 Online has a team dedicated to commissioning projects that are
multiplatform from the point of conception. This document is for the online programme
support for TV shows which aren’t multiplatform commissions.
How does Channel 4 Online Work?
Channel 4 Online is part of the creative team reporting to Jay Hunt, and is led by Richard
Davidson-Houston. The team is responsible for the channel’s online and devices activity,
and manages the digital output around all TV shows. The portfolio includes:
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Channel4.com, E4.com, Film4.com, 4oD on c4.com and devices
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Channel 4 Online Programme Support Guidelines for TV Producers
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Multiplatform commissions such as Million Pound Drop playalong game or
Embarrassing Bodies Live
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There are several creative teams within Channel 4 Online:
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Programme Support
o A team of producers who commission digital content, social media activity and
short form video to support priority shows across the schedule
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Multiplatform Commissioning
o Six multiplatform commissioning editors editorially answerable to their TV genre
teams
o Commissioning original multiplatform projects
o A games commissioning editor exploring interactive experiences and gaming
ideas that have TV and/or multiplatform potential
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Product Management
o A team of product managers responsible for the quality, user experience and
performance of our product portfolio.
They work in close partnership with Channel 4’s legal and compliance team to ensure all
online activity is complied and appropriately moderated. They also work with the press and
marketing teams who promote content in traditional media and online on non-Channel 4
platforms and sites.
Please note: VOD content is managed by a separate team. This includes content selection,
rights requesting, operational management and emergency takedown of programmes on
our VOD services. For issues to do with VOD episodes, please liaise with the VOD team
via [email protected].
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Channel 4 Online Programme Support Guidelines for TV Producers
The Production and Transmission Lifecycle
Below are guidelines and information about the various online activities during the
production process and transmission period.
All priority titles have an online producer at Channel 4 assigned to them, who liaises with
the relevant departments (the commissioning editor, press, marketing, compliance).
If you don’t know who your online producer is, please contact the Programme Support Team
Co-Ordinator Paul Constable - [email protected].
Pre-Production
The following guidelines aim to help producers when making TV shows. Please liaise with
your online producer at Channel 4 beforehand rather than after the event.
Please think about any extra material that could be used online to support and market your
title. TV producers are encouraged to deliver content for online programme support as early
as possible to Channel 4, so promotional online activity can begin in advance of the pre-TX
promotional window.
1. Announcing the commission/calls to action
The Channel 4 press office is responsible for all communications relating to TV shows and
content. No details should be released unless agreed by the press office.
This not only includes announcing a programme commission, but anything that could in
reality announce the commission inadvertently: contributor call outs, setting up of social
media profiles, tweeting by production staff, mentioning the show at a festival/conference,
talent commenting on the show on personal profiles etc.
If you are in any doubt please contact the publicist assigned to your show or the online
producer who can liaise with the press office.
2. Finding contributors
Channel 4 has a page on Facebook called Channel 4 – Take Part. This, together with
the Take Part page on channel4.com act as a focal point for all new shows looking for
contributors across the portfolio.
If you have a title looking for participants, please liaise with Paul Constable (contact details
above).
3. Social Media Profiles
Channel 4 has guidelines and processes for establishing and managing social media
profiles as part of the programme support rights, so please discuss with your online
producer the social media strategy for your title. Channel 4’s legal and compliance team is
also an integral part of the management of social media profiles.
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Channel 4 Online Programme Support Guidelines for TV Producers
If you come across any social media profiles that relate to your programme, please speak
with your online producer who will investigate. We have agreed processes for the
management of such unauthorised profiles.
External Links Policy
Channel 4 Online has a clear policy that determines what external links will and won’t be
published on its programme support websites. This policy is outlined below.
Please note that all content published to C4.com is done so at the editorial discretion of the
Online team and should always be of genuine value to the viewer. Production companies
and programme contributors are not permitted to promise the publication of links or ‘credits’
in return for props/products/services.
Please also bear in mind that the publication of any additional content to Channel 4’s
programme support sites is reliant on editorial resource – which is not freely available for
every programme within the schedule.
If a production company would like to publicly credit a product or service supplier who has
contributed towards the making of a programme, we suggest this is done via the production
company website, alongside details of the series – or alternatively via the end credits of the
programme, with approval from the commissioning editor and C4 compliance.
NB. We cannot guarantee that links published to our website will remain live in perpetuity
and cannot commit to updating the links should details change after the links have been
published.
Channel 4 may choose to publish external links when:
o The link is related to a product, service or location that is prominently and
specifically referred to in the programme – and where the average viewer would
reasonably wish to visit the website in order to find out more information (eg. a
gadget reviewed on Gadget Man). Please note, links for products or services should
always link to the manufacturer or service provider’s website, not to third party retail
websites.
o The link refers viewers to further reading that could enhance a viewer’s
understanding of the programme content (eg. a link to a UN report for Dispatches)
o The link provides viewers to an organisation or charity that can provide support to a
viewer experiencing difficulties (NB. These links must be approved by C4’s Viewer
Support Advisor)
Channel 4 will NOT publish external links when:
o The link refers to a product, service or location that is incidental to the programme
content (e.g. a stereo, sofa or lampshade that happens to be in the background of a
scene, trainers worn by an actor, or a tool used in a property renovation show –
unless those items are specifically singled out for discussion within the programme)
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Channel 4 Online Programme Support Guidelines for TV Producers
o The link refers to a product, service or location that doesn’t appear on screen (eg. car
hire, train tickets, catering, accommodation, technical kit for the contributors or crew)
o The link infers a Channel 4 endorsement of any product, service or location
Production/Post-Production
During the production or post-production phase, the following issues should be considered.
1. Creation of assets that could be used online
Often the production process results in material that could be used online on the
programme support site on channel4.com. This could include video diaries, images, blogs,
articles, research materials, resources for further information, TV credits, supplier or stockist
information (especially for fashion/features titles).
To explore whether this material could be used on the website for your title, please speak
with your online producer.
2. In-show mentions promoting the website
Some titles benefit from having website promotions within the show, either as a piece to
camera by the presenter, or a graphic with voiceover.
It is vital that the in-show mention – including wording, frequency, duration, graphics and
web address – is approved before it is recorded.
Only Channel 4 website addresses are to be used for in-show mentions.
If you would like to include an in show mention, please discuss it with your commissioning
editor and also online producer.
3. Confirmation of the website address and hashtags
Channel 4 websites have addresses that are uniform; for
example, http://www.channel4.com/programmes/big-fat-gypsy-weddings. However, when a
show needs its website address to be used on air, a marketing url is manually created, for
example: channel4.com/gypsyweddings which re-directs to the site.
In addition, your title could benefit from a hashtag rather than letting conversation happen
naturally on social spaces (for example, a title like “The Hospital” is a common phrase
online, therefore #thehospital helps people find others talking about the title). Sometimes,
these hashtags can be used in the opening titles to encourage conversation online.
This marketing url and/or hashtag must be confirmed with your online producer and
commissioning editor in advance of any voiceover or graphics being included in the
programme.
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Channel 4 Online Programme Support Guidelines for TV Producers
Transmission Window
The press and marketing of a programme is determined by the relevant departments at
Channel 4 and the commissioning editor will know what the press and marketing strategy
is.
In general, the Programme Support team manages the practicalities of promoting your
show online, working in collaboration with Channel 4’s marketing and communications
team.
The type of activity includes:
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The programme support site on the Channel 4 network
A pub anno at the end of the show pointing to the programme support site on
channel4.com
Promotional slots on the Channel4.com and 4oD homepages
Digital press activity including creation of assets and content
Promotional clips syndicated to third party websites such as newspaper sites, Digital
Spy, YouTube etc.
Social media promotions on the C4 branded profiles (e.g. Channel 4’s official
Facebook page or genre profiles such as C4, E4 pages or 4Food, 4Homes, 4Beauty
Twitter accounts)
Creation and management of title-specific programme support social media profiles
Marketing promotions on the Channel 4 online network or on third party sites
Google search campaigns.
To find out exactly what is planned for your title, please speak with your online producer or
press contact.
Channel 4 Online has an escalation process if there are issues with online activity around
your show on our network or social media spaces. Before taking any action, please liaise
with your online producer who will liaise with the relevant departments within the Channel
such as compliance, press and commissioning.
If you aren’t sure who this is and have an emergency out of hours situation, please liaise
with your legal or commissioning contact or our Press duty desk 020 7306
8444 [email protected] who will escalate this to the correct person.
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