Channel 4 to stream T4 content exclusively on Facebook
Channel 4 is to stream live behind-the-scenes content from T4 On The Beach exclusively on Facebook – a first for the broadcaster.
Viewers of the live music event, which airs on T4 on Sunday (10 July) can watch a continuous live stream of behind-the-scenes video footage of stars including McFly, N-Dubz, Sugababes and Tinchy Stryder, backstage on Facebook between midday and 6pm.
The exclusive video content will include footage from the artists in the run-up to and aftermath of their performances, as well as an inside view of the VIP green room.
Viewers can only access the video stream once they have Liked the page. They will then have a choice of four camera angles, set up around the site, which will reposition themselves at intervals during the live stream. All the performances that aren’t aired in the TV slot, will be streamed on the Facebook page.
Channel 4 multi-platform commissioner Jody Smith said the broadcaster hasn’t done any live streams since Big Brother, and will look to roll out similar strategies for other programmes.
“Using Facebook as the platform to stream rather than C4.com means we can open up conversations with a new audience,” he said.
The move signals Channel 4’s strategy to work closer with Facebook as a platform to share content and build interaction with viewers. All broadcasters are pursuing closer integration with the social network, with ITV and Channel 5 both exploring Facebook as a voting platform for their programmes.
ITV is actively looking into how to incorporate Facebook as a voting platform for a number of its programme brands, while Channel 5 is already working with Facebook and production house Endemol to develop a voting app for reality show Big Brother, which airs next month (nma.co.uk 5 July 2011).
Channel 4 will also incorporate comments made by its Twitter followers who use the hashtag T4OTB, back into the linear TV show.
The broadcaster relaunched its T4 website last year as part of plans to extend the brand beyond the weekend TV slots (nma.co.uk 25 November 2010).
The revamp was aimed at creating more commercial opportunities and creative freedom for advertisers, opening up options for site takeovers, the ability to host applications and integrate video ads.