CHANNEL 4
Public owned, non-profit UK broadcaster. It's primary purpose is the fulfilment of it's public service remit: "The provision of a broad range of high quality and diverse programming which, in particular: a) demonstrates innovation, experiment and creativity in the form of content and programmes; b) appeals to the tastes and interests of a culturally diverse society; c) makes a significant contribution to meeting the need for the licensed public channels to include programmes of an educational nature and other programmes of educative value; and d) exhibits a distinctive character."
it commissions programmes from over 300 independent production companies across the UK - a much greater number than any other broadcaster (including the whole of the BBC) It also operates E4, More4 and FilmFour.
Brett Foraker - Creative Director
Highly competitive field in the UK mostly based in London.
on Channel 4's strategy: engagement, entertainment and navigation.
"Engagment starts with presenting the viewer with an arresting visual. The more iconic the image, the more you draw the viewers attention. From there you must keep them entertained. Audiences expect this, even in the shortest communication, so we're beholden as creatives to at least make the effort. Now, assuming you have been reasonably successful in these first two tasks, you must give the viewer a clear directive. In the case of Channel 4, this takes the form of a graphic language to help the viewer navigate the channel schedule."
"Basically, we just try to give the viewer 'treats' at every turn and trust that this will keep them tuned in and listening!"
"Channel 4 tries to use and ever-evolving combination of live-action, hand-drawen and computer generated techniques to create its branding and promotions… There must be a balance between all of these styles for the channel to feel well rounded."
"Advertising clients and TV clients basically want the same thing: to be talked about"
"In my experience, the best agencies behave in a very similar way to the best TV companies. They seek simplicity at every stage of the process. As a director these are always the best environments in which to work."
"Overarching strategic decisions are very important to our on-going branding initiatives. On a corporate level these may refer to specific demographics that need to be targeted of specific seasons that need promotion. These are probably most evident in our various channel launches.
Broadcast design ' "Audiovisual design - and broadcast design in particular - show stronger tendencies towards internationalism than almost any other field of design."
On changing content affecting the branding: "Channel 4's content changes constantly, but its remit - which stresses creativity, innovation and challenging accepted thinking - does not. We work primarily to the remit and attempt to evolves the needs of the channel change. This way, we can proceed organically rather than undergo a massive re-branding exercise every time somebody in a suit sneezes. "
"If I were to summarise our creative processes, I'd say this: keep the idea simple, hire the best person for the job, let them get on with it."
Sherwin-Williams - Daybreak from Kevin Couture on Vimeo.