The UK’s Channel 4 is launching a new channel dedicated to the TV shows that generate the most social buzz on Twitter, Facebook, and other social sites. Each program on 4seven (the new channel) will be introduced by viewer comments about the show (both postive and negative.)
Although Channel 4 has a slightly younger demographic than competitor channels, 95% of its shows are still watched live – so 4seven will give viewers a chance to see programs that are back by popular demand, including documentaries or short series they might have missed. “With so much choice out there, viewers are increasingly saying they sometimes just miss the best stuff,” said David Abraham, Channel 4 CEO (via BBC News).
Launching on July 4th, 4seven will choose a show for the 8pm and 10pm weekday slots based on social buzz (sentiment, not just volume) within the past 24 hours. At 9pm, 4seven will broadcast the same show that played at 9pm on Channel 4 the night before. The rest of the schedule will be filled with shows that were most popular during the previous week, including content from other Channel 4 owned stations, including including E4, More4 and Film4, as reported by AdAge.
Abraham adds, “4Seven will schedule the main channel content that is creating noise — among social media, bloggers, commentators and of course via contact our viewers have directly with us – and incorporate this buzz into the look and feel of the channel.”
It’s a new model – the broadcaster is listening to its audience, and delivering content based on their response – that takes social TV to a different level. Each day’s schedule is built upon an analysis of sentiment and volume from the previous day or week. Viewers will get to see what they and their friends enjoyed the most, and advertisers are buying spots in shows that already have audience approval.
Will it work? What do you think?