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O2 exclusive brand partner of new All 4
Channel 4 and O2 today announced an exclusive partnership around the broadcaster’s new digital TV service All 4 which will replace 4oD on Monday 30th March. The partnership will feature a first-of-its-kind collaboration which will see ten of Channel 4’s top series premiered to O2 Priority customers 48 hours early – and multiplatform sponsorship of All 4 – throughout 2015.
All 4 is Channel 4’s new mobile, all-in-one, digital hub which hosts all of Channel 4’s linear channels, digital content and other online services together in one place – including the latest addition of mobile live streaming – for the first time. All 4 will present individual viewers with an increasingly personal content experience.
From All 4’s first release when it replaces 4oD, O2 branding will appear on the All 4 service across many commercial TV platforms* as well as a pre-roll campaign produced by VCCP across On-Demand streams across all platforms.
In a special premiere partnership, O2 customers using Priority, the UK’s largest digital loyalty scheme and programme superfans** will get exclusive 48 hour access to ten flagship Channel 4 and E4 series including brand new Peep Show, Fresh Meat and Made In Chelsea, amongst others. O2 Priority viewers and superfans will be invited to click through from the app to a tailor-made Priority area which will host the episodes 48 hours before they air to Channel 4 viewers.
David Amodio, Digital and Creative Leader at Channel 4 said: “This collaboration with O2 is the most exciting digital partnership in Channel 4’s history. It was crucial to launch All 4 with the right brand – and as All 4 makes all Channel 4 content, whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner. Being able to create a buzz around our key shows by offering priority access to O2’s millions of customers makes this a really special partnership for both us and O2.”
Nina Bibby, Marketing and Consumer Director at O2 said: “We are delighted to be partnering with Channel 4, a brand that represents many of the same values as O2, and most importantly, resonates well with many of our customers. With this partnership we continue to bring our customers the things they love, this time by giving them some of their favourite TV shows 48 hours ahead of general release.
We are always looking for new ways to offer customers relevant, tailored offers through Priority based on their individual preferences. This partnership provides more choice and means that there should be something which is relevant to each and every one of our 24 million customers.”
The partnership was managed by Channel 4’s Lindsay Gademsetty, Group Digital Commercial Development Manager and Rebecca Hill, Group Digital Manager, alongside Forward Media, Havas Media Group UK’s Head of Partnerships, Daren Benton.
Ed Cox, MD at Forward Media said: “This is a great example of a true partnership, with multiple stakeholders creating a meaningful offer for O2 customers. It builds on O2’s Priority proposition of early access, in a digital environment, while enabling them to create many media firsts along the way.”
*O2 logo will not appear on All 4 services available on Sky, BT and Virgin
**Channel4 programme superfans are determined by actual on-demand viewing behaviour