1 - Mainstream Broadcaster Website - CH4

Channel 4 is one the mainstream broadcasters in Britain's television industry. It has many branches such as More4, Film4 and E4 and is available not only in the traditional analogue way but on all digital platforms (terrestrial, satellite and cable). The website offers a wide range of things which might attract an audience's interest such as TV listings and secheduling, current news, dating clubs, forums, podcasts, competitions etc....

a) Related TV Channel Webpage: E4

http://www.e4.com/


The very visual, brightly coloured home page of E4 is very appealing to young people as there isn't too much text (only there when necessary -links etc) and mainly consists of pictures. The main feature of the day is always positioned at the top of the screen urging people to watch related videos and enter polls (rate) and then comment. This encourages audience INTERACTION. E4s strange but colourful style is apparaent on its homepage making them appear trendy and cool and its use of the colir purple makes them identifiable.

The rest of the page shows features that may not be on that day but may be of interest to viewers (e.g. The Inbetweeneres coming soon with preview clips and 'Old but gold' television such as Da Ali G Show). This is an example of TIME-SHIFT as audiences have control of what they consume.
Next to the main feature of the day box is the above box. This encourages you to log in so you can gain access to more features on the site such as leaving comments or sign up which is simple and hassle free. This makes you part of an online communtity much like facebook or youtube where you can interact with others by uploading videos, leaving comments and adding pictures.
On the page there is also a television listing showing what has been on, what is one right now and what will be on later. There is also a link to more in detail TV listings e.g. different days of the week. In the past viewers might of had to buy the Radio Times every week but due to technology like broadband, all a vierwer needs is an internet connection to be kept up to date.

The range of choice given to viewers on this page and links off to more specific deatil had the effetc of NARROWCASTING audiences into NICHE groups and from there, people who share a passion for lets say a particular TV show like skins can INTERACT with each other via formus etc.

b) Programme Webpage: Skins

http://www.e4.com/skins/

The webpage for Skins keeps to the colour scheme of channel 4 with the use of purple and has the logo at the top of the page. However, the page is very dark distinguishing it from other home pages. The main image shows the cast so there is no confusion for the audience as to what page they are on. A sign saying 'Adult content alert! You must be 18 to proceed' makes the site seem as if it is aimed at a more adult audience. However, the sign encourages those of a younger age (it's main target audience) to go against it which goes with the rebellious feel surrounding the show (drink, drugs etc).

The fact that Skins is initially only aired on E4 encourages audience loyalty to channel 4 as if they do not have digital TV they will have to use technology such as 4oD to see it (or illegally via other means of course).

New technology on the site is the use of podcasts available after each episode has been aired and mini 'secret' episodes where all you need to do toe be able to watch it is register. These are only available on,ine and are made to attract fans to the website.

The comment board down the side of the page, competitions and polls are all examples of interactivity between the broadcaster and the viewer (and other viewers).


Skins is not only available for viewers to consume in the traditional way from the TV. New media technologies and the institutions that come with it have enabled viewers to have a lot of choice e.g. on dvd, on 4oD, myspace, bebo, facebook etc