4oD claims first UK Windows 8 VOD app
Editor | 17-12-2012

As the world's leading consumer electronics manufacturers ramp up production of laptops and tablets based on Microsoft's latest operating system, Channel 4 is claiming a coup with the first UK video on-demand VOD app for Windows 8.

The app, offering access to 4oD, the channel's VOD service, is designed to enable users to watch shows from Channel 4, E4 and More 4 as well as the 30-year archive of the UK's fourth largest broadcaster. Content will include the likes of Fresh Meat, Homeland, Father Ted and The Inbetweeners.

4oD is also available online at Channel4.com as well as YouView, Virgin Media, BT Vision, YouTube, iOS mobiles and tablets, PS3 and XBox. In 2013, it will be available on Sky's on-demand service, Android, Freesat's Free time and Samsung connected TVs.

Channel 4 regards Microsoft as a strong global brand which aligns with its key ABC1 16-34 audience and says the partnership will see the two companies work with clients collaboratively to create something that is bespoke and utilises all 4oD platforms as well as linking in to relevant content on Channel 4 to provide a fully integrated cross-media brand experience.

The broadcaster has also launched a dedicated ad package for three months that will see Windows 8 and 4oD co-branded idents taking the first pre-roll ad across every platform. The channel believes that traffic will be in the ballpark of 120 million streams. Co-branded TV ads will run throughout the Channel 4-owned portfolio, immediately following on-air 4oD promos, to publicise 4oD on Windows 8. The creative for the promo ads will be designed and produced by Channel 4's in-house agency 4Creative and the ad package managed by Universal McCann and Michael McSharry, group digital manager at Channel 4.

Commenting on the move, Sarah Rose, director of commercial & business development at Channel 4 said: "This exciting collaboration has seen various teams at Channel 4 and other key stakeholders work closely together to deliver something that not only showcases our leading commercial VOD platform on Windows 8, but also Channel 4's ability to deliver a complete pioneering commercial solution."

Anand Krishnan, senior director, developer and platform evangelism group at Microsoft Ltd, added: "We love the way Channel 4 is bringing Windows 8 to life with its 4oD app. It is creative apps such as this that will continue the great momentum and excitement around Windows 8."