Channel 4 Online Programme Support Guidelines for TV Producers

These guidelines are for TV producers to outline how Channel 4 supports TV titles online, to facilitate the best digital promotion.

Overview: How Channel 4 supports our TV shows online

Over 95% of TV shows on Channel 4, More4 and E4 have a programme support site on the Channel 4 network. Approximately, the breakdown is:

 70% of titles on c4.com/programmes  30% of titles on the 4Life portfolio or e4.com.

The minimum online programme support content for all titles is:

 Series and episode synopses  TX times for when the next episode is on  An image  4oD episodes if available  Moderated user comments.

Some titles have additional support to enhance the offering. For example:

 Promotional clips  Extra online videos such as behind the scenes or interviews  Social media activity – Facebook pages and Twitter profiles  Text articles  Help and support information for people affected by the programme  Cast & character details  Genre support information (recipes, make up tips)  Web credits and stockist information  Image galleries  Competitions  Interactive components such as quizzes, polls, timelines  Functionality such as 360 degree virtual tours, web apps and games that sit within the pages  Links to additional products or services (DVDs, apps, merchandising etc)  Live chats.

NB. Channel 4 Online has a team dedicated to commissioning projects that are multiplatform from the point of conception. This document is for the online programme support for TV shows which aren’t multiplatform commissions.

How does Channel 4 Online Work?

Channel 4 Online is part of the creative team reporting to Jay Hunt, and is led by Richard Davidson-Houston. The team is responsible for the channel’s online and devices activity, and manages the digital output around all TV shows. The portfolio includes:

 Channel4.com, 4oD on c4.com and devices such as iPad, the 4Life portfolio (4Homes, 4Food and 4Beauty), E4.com, Film4.com, T4  Multiplatform commissions such as Million Pound Drop playalong game or Embarrassing Bodies Live  New creative formats for converged devices such as connected TVs.

There are several creative teams within Channel 4 Online:

 Production o A team of producers split into three genres (lifestyle, entertainment and factual), video editors, listings editors and copy writers who create the online programme support pages on the C4 network o Community managers looking after programme support profiles on social media sites such as Facebook and Twitter o All TV titles have an online producer assigned for the lifecycle of the show  Multiplatform Commissioning o Six multiplatform commissioning editors editorially answerable to their TV genre teams o Commissioning original multiplatform projects  Convergent Formats o A commissioning editor for convergent formats looking for new TV and digital formats for connected TVs, dual screen and other connected devices. o A games commissioning editor exploring interactive experiences and gaming ideas that have TV and/or multiplatform potential  Product Management o A team of product managers responsible for the quality, user experience and performance of our product portfolio.

They work in close partnership with Channel 4’s legal and compliance team to ensure all online activity is complied and appropriately moderated. They also work with the press and marketing teams who promote content in traditional media and online on non-Channel 4 platforms and sites.

Please note: VOD content is managed by a separate team. This includes content selection, rights requesting, operational management and emergency takedown of programmes on our VOD services. For issues to do with VOD episodes, please liaise with the VOD team via [email protected]. The Production and Transmission Lifecycle

Below are guidelines and information about the various online activities during the production process and transmission period.

All titles have an online producer at Channel 4 assigned to them, who liaises with the relevant departments (the commissioning editor, press, marketing, compliance).

If you don’t know who your online producer is, please contact the Online senior producer depending on the relevant commissioning genre.

TV Commissioning Team Online Team Online Senior Producer Contact Features, Factual Lifestyle Abi Bendall Entertainment, Daytime [email protected] Comedy, Entertainment, Entertainment Jodie Morris Film, Drama, Acquisitions, [email protected] Film4, T4, E4, 4Music Documentaries, Specialist Factual Lizzy Keene Factual, More4, Sport, News, [email protected] Current Affairs

The Editorial Administrator for this team is Lydia Mossahebi. If you can’t get in touch with your senior producer above, or if you have other questions, please email Lydia on [email protected].

Pre-Production

The following guidelines aim to help producers when making TV shows. Please liaise with your online producer at Channel 4 beforehand rather than after the event.

Please think about any extra material that could be used online to support and market your title. TV producers are encouraged to deliver content for online programme support as early as possible to Channel 4, so promotional online activity can begin in advance of the pre-TX promotional window.

1. Announcing the commission/calls to action

The Channel 4 press office is responsible for all communications relating to TV shows and content. No details should be released unless agreed by the press office.

This not only includes announcing a programme commission, but anything that could in reality announce the commission inadvertently: contributor call outs, setting up of social media profiles, tweeting by production staff, mentioning the show at a festival/conference, talent commenting on the show on personal profiles etc.

If you are in any doubt please contact the publicist assigned to your show or the online producer who can liaise with the press office.

2. Finding contributors

Channel 4 has a page on Facebook called Channel 4 – Take Part. This, together with the Take Part page on channel4.com act as a focal point for all new shows looking for contributors across the portfolio.

If you have a title looking for participants, please liaise with your online producer.

A set of around 50 titles have their own pages on Facebook (Skins and Shameless) as part of the titles’ promotional support strategy allowing fans to interact with these shows. However, in the main, pages shouldn’t be set up for titles for the sole purpose of attracting contributors unless otherwise agreed with your online producer.

3. Social Media Profiles

Channel 4 has guidelines and processes for establishing and managing social media profiles as part of the programme support rights, so please discuss with your online producer the social media strategy for your title. Channel 4’s legal and compliance team is also an integral part of the management of social media profiles.

If you come across any social media profiles that relate to your programme, please speak with your online producer who will investigate. We have agreed processes for the management of such unauthorised profiles.

4. Offering web credits to suppliers

Producers sometimes would like to be able to offer a credit and/or link on the programme support site of products or services featured in a show. The guidelines are as follows:

Production companies can offer web credits to suppliers for the following (subject to Channel 4’s prior approval):

 Products (clothes, bags, make-up) and services (hair styling, particular treatments) which are central to the show – where you can buy them, how much they cost etc  A location that is “obvious” and a featured part of the programme  Iconic and noticeable props within the show that are available to purchase (e.g. a couch or a sculpture as part of a set).

It is unlikely web credits can be provided for the following:

 Products or services that don’t appear on screen – for example, train tickets, car hire, restaurants, hotel accommodation, kit for the contributors or crew.  Props, products or services that do appear on screen, but are incidental, and viewers are unlikely to notice them – for example, you film people in a specific location for a backdrop, the set features a normal couch, someone needs a pair of trainers to film a running sequence.

Crucially, these web credits are at Channel 4’s discretion. At the time of filming a particular credit may be fine, however by the time a programme transmits, we may not be able to offer it for some reason.

Before offering web credits, please speak with your online producer.

Production/Post-Production

During the production or post-production phase, the following issues should be considered.

1. Creation of assets that could be used online

Often the production process results in material that could be used online on the programme support site on channel4.com. This could include video diaries, images, blogs, articles, research materials, resources for further information, TV credits, supplier or stockist information (especially for fashion/features titles).

To explore whether this material could be used on the website for your title, please speak with your online producer.

2. In-show mentions promoting the website

Some titles benefit from having website promotions within the show, either as a piece to camera by the presenter, or a graphic with voiceover.

It is vital that the in-show mention – including wording, frequency, duration, graphics and web address – is approved before it is recorded.

Only Channel 4 website addresses are to be used for in-show mentions.

If you would like to include an in show mention, please discuss it with your commissioning editor and also online producer.

3. Confirmation of the website address and hashtags

Channel 4 websites have addresses that are uniform; for example, http://www.channel4.com/programmes/big-fat-gypsy-weddings. However, when a show needs its website address to be used on air, a marketing url is manually created, for example: channel4.com/gypsyweddings which re-directs to the site.

In addition, your title could benefit from a hashtag rather than letting conversation happen naturally on social spaces (for example, a title like “The Hospital” is a common phrase online, therefore #thehospital helps people find others talking about the title). Sometimes, these hashtags can be used in the opening titles to encourage conversation online.

This marketing url and/or hashtag must be confirmed with your online producer and commissioning editor in advance of any voiceover or graphics being included in the programme.

Transmission Window

The press and marketing of a programme is determined by the relevant departments at Channel 4 and the commissioning editor will know what the press and marketing strategy is.

In general, the online production team manages the practicalities of promoting your show online, working in collaboration with Channel 4’s marketing and communications team.

The type of activity includes:

 The programme support site on the Channel 4 network  A pub anno at the end of the show pointing to the programme support site on channel4.com  Promotional slots on the Channel4.com and 4oD homepages  Blog post on Channel 4’s blog (C4Insider)  Digital press activity including creation of assets and content  Promotional clips syndicated to third party websites such as newspaper sites, Digital Spy, You Tube etc  Social media promotions on the C4 branded profiles (e.g. Channel 4’s official Facebook page or genre profiles such as C4, E4 pages or 4Food, 4Homes, 4Beauty Twitter accounts)  Creation and management of title-specific programme support social media profiles  Marketing promotions on the Channel 4 online network or on third party sites  Google search campaigns.

To find out exactly what is planned for your title, please speak with your online producer or press contact.

If you or other organisations or individuals associated with the programme are looking to explore creating additional online presences to the ones already planned by Channel 4 within the transmission window, you must speak with Channel 4 Online’s business manager Jen Topping in advance ([email protected]).

Channel 4 Online has an escalation process if there are issues with online activity around your show on our network or social media spaces. Before taking any action, please liaise with your online producer who will liaise with the relevant departments within the Channel such as compliance, press and commissioning.

If you aren’t sure who this is and have an emergency out of hours situation, please liaise with your legal or commissioning contact or our Press duty desk 020 7306 8444 [email protected] who will escalate this to the correct person.

August 2011