Channel 4 and E4

                             

E4 is mainly aimed at 15-35 year olds. The E stands for entertainment and the 4 ties in with its sibling channels, Channel 4, Film 4, and More4. Sometimes an announcer lets the audience know when to switch over to its other ‘family’ channels at peak times, so viewers don’t go to rival channels. It is available on Freeview, DSAT, cable and Sky which increases its audience figures, which for the week 30th Dec 2012 - 6th Jan 2013 were E4 (3,681) and E4+1 (2,255).

E4s programs are entertainment based, with shows such as The Inbetweeners and US imports like How I Met Your Mother. The channel broadcasts comedies and dramas specifically aimed at teenagers, so it’s appropriate that nearly all its idents are wacky and colourful. They reflect E4s image of entertainment; they are humorous, imaginative and visually fascinating. E4 cleverly and uniquely interacts with its audience. By encouraging its viewers to make and submit their own ‘E-stings’, they not only gain potential employees, but they also get them involved. The brief only requires submissions make their 'onscreen delivery system' look as cool as possible. Their scope for creative freedom makes room for a diverse range of style, as it all fits in with their somewhat random theme. “E4 is the entertainment destination for a cutting edge young audience” with an “eccentric, witty persona and strong branding.” It reaches 2million+ viewers a month, making it a great outlet for advertising. "E4 and E4+1's Share of Commercial Impacts holds steady very strong for 16-34s. Furthermore within its competitive set E4 is the top converting channel for Adults 16-34, Women 16-34 and ABC 16-34s." source

Through research, E4 are aware that their audience is predominately young and upmarket. They are fashion conscious, sociable, connected, and heavy internet users. They are also likely to be opinion formers. 

E4 has been remarked on for its distinguished style and unusual promotion campaigns, initially narrated by the 'voice of E4' Patrick Allen. Their idents transform typical British scenes - such as barns, beaches and hotels in to a "deranged E4 space" where the "weird and wonderful colourfully unfolds." "We wanted something that reflected E4's personality - beautifully random, joyously daft and generally not taking things to seriously," said Neil Gorringe, the creative director of E4. source

This is a standard ident from E4. It starts with a plain, ordinary space which is transformed when the TV flickers on, in to a magical fantasy world with sprouting trees and UFOs. I think it should be noted that the room itself is pretty stylish, fitting in with its target audience. The furniture becomes animated, insinuating that watching the show will spice up your life, with exciting visuals such as explosions. It reflects the playful side of E4 that aims to entertain, and incorporates things that relate to the programs it plays e.g. records for music shows. The walls are painted purple, which is the brands colour scheme, and a major feature in all its promotion campaigns. Purple is neutral in terms of gender and orientation. Along with royalty, vanity and extravagance, purple also symbolizes good judgment, creativity, individualism, ambiguity/mystery and people who use their imagination to the fullest, which connects to E4s image. The ident has a fast pace and is full of action which will stop the viewer getting bored and switching channels. It isn't targeted at a specific orientation, gender, ethnicity or race, it just appeals to young people by being quirky and interesting.

Here is another ident from E4, which differs from the previous one. It uses a catchy tune and a groovy cartoon to keep your attention, with the ambiguous tagline 'Curl Up and Get Down', which plays with the funky theme, telling the viewer to get cosy to watch what's next whilst simultaneously sounding like a dance move. This ident is heavily influenced by the 80s, meaning that technically it is not aimed at E4s target audience of 16 - 34 year olds, but they still manage to appeal to their target audience through humour. The channel is represented by the 'E4 man' who is stylish, suave and a ladies' man, reflecting their comedy and entertainment ethos. It uses their signature purple, and incorporates the logo discreetly on the hairspray bottle. It is also very colourful and fits in with their random theme.

Channel 4 fluctuates from the mainstream shows provided by the BBC and ITV. It takes more creative risks, offering controversial, provocative and potentially groundbreaking content, such as notorious documentaries like Big Fat Gypsy Weddings. Unlike E4 which specializes in light entertainment, Channel 4 dedicates itself to alternative voices and fresh perspectives, challenging people to see the world differently. E4s target audience appears to be much more diverse than that of Channel 4 in terms of race and religion, but this could be due to the fact humour is a lot more relatable and easy to swallow than programmes which aim to inspire change. Research shows viewers turn to Channel 4 both to be entertained and educated, and that they are more likely to be innovative. Some of the most immersive idents are Channel 4′s - every recent ident revolves around the theme of gradually revealing the 4 logo, which has been camouflaged in the environment, by changing the camera angle or via shifting objects. This method is particularly engaging since viewers are made to pay attention to the screen as they anticipate the 4 logo emerging from its surroundings, meaning they’re more likely to stick around and listen to the continuity announcer. Channel 4 has kept this theme going for years and it is this consistency  that gives them their identity and recognition from viewers. 

Here are some of said Channel 4 idents.  The first begins as a slow pan across a truck driving towards an American diner and a tumbleweed. As it drives past the diner the Channel 4 logo forms out of the neon signs. It's very interesting and intriguing, just like the brand. The ident is slow paced, calm and filmic, which would appeal to its older target audience. Like E4s ident, it doesn't appeal to any specific gender/orientation/ethnicity/race, just its mature age group. It is still quirky as the way the logo appears is unusual. The two Channel 4 idents here would probably be played at night, whereas the ones set in the daytime would probably be played during the day.

Why advertise on Channel 4?

• Viewers turn to Channel 4 both to be entertained and educated with ABC1 16-44s rating Channel 4 as the best terrestrial channel for provocative documentaries, original and best reality TV and mould breaking comedy. Advertisers can align their brands with our engaging, award winning content to reach this attractive and ample audience.
• Channel 4 has a strong brand image being seen by ABC1 16-44s as being more trend setting, controversial (in a good way), provocative, innovative and ground breaking than any other terrestrial channel.
• Due to our challenging and alternative programming, Channel 4 resonates particularly strongly with young (27% 16-34 profile compared to 24% for average UK adult*) and upmarket viewers (44% ABC1 profile compared to 41% for average UK adult*). In addition, among ABC1 16-44s, Channel 4's advertising is seen as more relevant than any other terrestrial channel.
• If you want to engage with 21 million ABC1s and 11.6 million 16-34s, look no further than Channel 4. source