Channel 4 Upfronts

Channel 4 held their upfronts on Tuesday, offering a view into the future of television, the launch of their premium video programmatic ad exchange and a sneak peek at the 2016 programming schedule.

Hosted by Krishnan Guru-Murthy, the first part of the day concentrated on the future of television, with a panel of agency heads, including our very own Dan Clays. The focus was very much on how linear TV will continue to evolve and adapt to changing consumer behaviour with some interesting discussion around programmatic and the use of data.

This was followed by the reveal of PL4Y, Channel 4’s new strategy and production division within its ad sales team, that will offer greater insight and planning for clients. This section of the day culminated in the launch of Channel 4’s premium video programmatic ad exchange, which will allow advertisers to buy audiences on its video on demand service across every device and platform, including connected TV’s.

The second half of the day saw Jay Hunt, Chief Creative Officer, joined by a plethora of celebrities (Rio Ferdinand, Guy Martin, and half the cast of Hollyoaks to name a few) to offer a sneak peek into the 2016 programming slate…

Drama was first up, with Indian Summers, No Offence, Humans and Fresh Meat all returning next year, along with the commissioning of a four part psychological drama about a teenage psychopath, Born to Kill. Comedy will remain a key pillar, with new commissions including Morning Has Broken starring Julia Davis and dark comedy Flowers with Olivia Coleman and Julian Barratt. Guy Martin will face his biggest challenge yet as he attempts to ride the wall of death live, The Last Leg gang will be heading to Australia for a road trip, and Hunted will return…this time with a £100,000 prize.

With all of this, coupled with what promises to be another captivating Paralympic Games, 2016 is set to be another strong year for Channel 4.

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