O2 customer will get priority to new Channel 4 content.
As part of a new brand partnership, O2 Priority customers will get access to new Channel 4 shows before they’re shown on TV – that includes Peep Show, Fresh Meat and the hit reality show Made in Chelsea. As part of the new deal, the O2 logo will also be plastered onto All 4 content (All 4 replaces 4oD).
Gogglebox has been a big hit for Channel 4
David Amodio, Channel 4’s Digital and Creative Lead said, “This collaboration with O2 is the most exciting digital partnership in Channel 4’s history.”
Nina Bibby 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”.
The rebranded on-demand service launches on March 30 with 3G and 4G streaming for iPad and iPhone a new feature. A new portal will also be available for PC in time, while a dedicated Android application will follow later this year.
The change was originally announced in September. All 4 will house catch-up content and archive content for Channel 4, Film 4, More 4 and E4, though a new ‘Now’ section will present live streaming from those channels, as well as offering additional interactive elements.
Keith Underwood, director of strategy and technology at Channel 4, told The Drum that All 4 wanted to offer personalised content experiences that “can come to life” at scale for advertisers and viewers.
“In order to fund all the rich content and all the investment we make [into All 4]] then we need it to be an attractive destination to advertisers as well as people,” said Underwood. "The advertising component is a fundamental part [of the service] that fuels its investment."
The ninth and final season of Peep Show will air in the Spring.