Channel 4’s 4Skills gears up for exciting year ahead as New Writers Scheme opens to aspiring writers in the Nations and Regions

As Channel 4 approaches its fifth anniversary of its base opening in Leeds (October 2024), the channel’s nationwide training and development programme, 4Skills, has shared a range of upcoming opportunities across the UK. The New Writers Scheme offers writers a fantastic opportunity to harness their skills with months of expert industry training and mentoring. The project, which has been rolled out across the UK following the successful pilot last year in the south west of England, aims to identify and nurture underrepresented writing talent outside of London with a focus…

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Channel 4 enhances advertisers’ impact through landmark streaming ad innovations

Channel 4 is cementing its leadership in commercial and advertising innovation around streaming, unveiling the results of a UK-first public trial with 15 brands on new streaming ad formats which deliver an 81% boost in long-term brand recall.   The trial, with registered Channel 4 streaming users, explored whether different ad formats such as solus takeovers and reduced ad loads can optimise effectiveness. Following the success of the trial Channel 4 today also confirms its intention to offer the ad formats to the market next year. Earlier this year, Channel 4…

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4creative campaign tees up climate change programming with carbon skid marks

Channel 4’s in-house creative agency 4creative has launched a striking campaign for Channel 4’s Change Climate season featuring the business and political elite as you’ve never seen them before – in their carbon skid marked underpants. The campaign builds upon the premise that historically individuals have been at the centre of focus when it comes to making behavioural changes to reduce their carbon footprint. This bold film calls out the actions and inactions of those in positions of power such as politicians and the CEOs of big businesses, questioning the…

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Five Black-owned businesses secure half a million pounds worth of Channel 4 advertising airtime and tailored business advice from Lloyds Bank

Channel 4 and Lloyds Bank have revealed the five Black-owned companies which will benefit from business support and free TV advertising as part of their Black In Business initiative. In addition to receiving £100,000 worth of airtime, each of the five business owners will also have a TV advert made for them and six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES. The initiative offers support to small businesses new to TV advertising and comes after research commissioned by Channel 4’s commercial…

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Channel 4’s 2023 Diversity in Advertising Award challenges UK advertisers on portrayal of LGBTQIA+ communities

Channel 4’s £1m Diversity in Advertising Award 2023 will challenge the advertising industry to address the lack of authentic representation of LGBTQIA+ communities in TV advertising across the UK. New industry-leading insight commissioned by Channel 4 and 4Sales has shown that brands have actively stepped back from portraying LGBTQIA+ communities, becoming apprehensive about promoting campaigns such as Pride through fear of backlash. The award challenges brands to authentically reflect the under-represented by being bold and ‘Proud All Over’, a nod to the broadcaster’s ongoing Pride campaign which shines a light…

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