Channel 4 to launch dedicated second screen app

7 Jun 2013

Image via Maksim Kabakou/Shutterstock

While TV watching increasingly becomes a multi-screen activity, the UK’s Channel 4 is hoping to get ahead of the game in developing a dedicated second screen companion app for the channel.

4Now – a temporary title on which users will have the final say – will launch as a beta app in July to the 8m registered users of the Channel 4 website.

The ‘always-on’ app will play host to synchronised experiences for Channel 4’s broadcast content, including programme information, social media interaction and interactive content like polls and quizzes. Twitter integration will be key, and the channel also plans to launch its first ever Twitter play-along game for Was it Something I Said?, a new panel show hosted by David Mitchell.

Further down the line, users can expect to see more play-along games available through the app as well as exclusive content.

4Now will not only provide easily distracted TV viewers with additional second screen content, but will also provide Channel 4 with increased advertising opportunities. Advertisers will be able to better target ads served up through the app during the channels commercial breaks. These ads could also be triggered by audio cues from the TV.

A full launch of the final app is scheduled for later in 2013, hitting iOS first with other platforms considered for future releases.

TV app image via Maksim Kabakou/Shutterstock

Elaine Burke is the host of For Tech’s Sake, a co-production from Silicon Republic and The HeadStuff Podcast Network. She was previously the editor of Silicon Republic.