New-look Channel 4 site receives rave reviews
Mobile IQ continue their partnership with Channel 4, playing a huge role in the recent re-launch of their mobile offering.
The redesign, timed to coincide with the start of the latest Big Brother series, brings a fresh new look to the site, with improved functionality and navigation reflecting both usability best-practice and user feedback. Built entirely using Mobile IQ’s Fabric™ platform, the new site allows non-technical editors across numerous locations, around-the-clock access to manage ad campaigns and keep content bang up to date.
Early user response is extremely positive, as is the review (below) from the UK’s leading interactive media magazine, NMA (New Media Age).
Channel 4 Shows It Knows Its Audience With Up-To-Date Site
Platform: Mobile | Author: Andrew Nicholls | Source: NMA magazine | Published: 10.07.08
Channel 4: http://mobile.channel4.com
Agency: QuePasa
Platform: Mobile IQChannel 4 recently relaunched its mobile site to coincide with the latest series of Big Brother. In line with the Channel 4 brand, the new-look site delivers innovative and interactive features plus free downloadable content to a target audience hungry for exclusive extras from their favourite TV shows.
Access
I was using my Nokia E65 and an iPhone to test the site. Channel 4 seems to have successfully covered all the bases for driving traffic. I tried entering www.channel4.com on my phone’s browser and it sensibly took me to the mobile site.
Searching for ‘Channel 4’ returned the mobile URL or you can text ‘mobile’ to 84444, as advertised on the channel4.com home page. Hunting around the website, I discovered I could also enter my phone number on the Big Brother site to immediately receive a link to my phone, which is convenient. It’s also promoted via the O2 Active portal and Vodafone Live portals.
Presentation
The home page is a reasonable balance of Channel 4 brand and functional navigation, promoting search and the latest content on the site. It’s quite image heavy but this didn’t seem to compromise the download times. The Vodafone Live version had a simplified look compared to the off-portal version.
The inclusion of scrolling TV listings showing current and upcoming TV shows is an innovative touch. Big Brother is heavily featured at the moment, as you’d expect. News and video content is bang up to date with last night’s clips and today’s previews available, as well as tonight’s primetime TV listings.
Usability
It’s easy to locate the content you’re after, usually a clip, especially via the search facility, which delivers accurate and relevant results informing me of available content ‘for your Nokia E65’. I chose a clip from Big Brother day 25 and the download automatically started with the minimum of clicks.
The 1.4Mb video downloaded in a few minutes on my 3G connection and after a short and not too intrusive ad I was watching my clip. Some users may be put off by the network charges, which are clearly highlighted, but with modern data plans the quality of the clip justifies the size. The option to stream the clip would have been nice.
Once I exited my video player I was back on the site and offered the opportunity to send to a friend or follow related links on the compact and usable footer menu. Repeating the exercise with my iPhone I was rewarded with an even richer clip that looked great at full screen – a bonus given most sites don’t seem to offer video for the iPhone. Full marks to Channel 4.
It’s also keeping up with the times by using a subtle ad-funded model based on banners and video pre-rolls with a bare minimum of premium content and, thankfully, no sign of any subscriptions.
The Bottom Line
In the time I was browsing the site it was clear that interactive features are a huge hit with the channel’s target audience. Along with user-generated comments I found a variety of other user-engaging options including polls, quizzes and even comedy quote generators, should the need ever arise.
Channel 4 mobile provides a nice balance of interesting and up-to-date content plus core features designed to engage the user. It appears to be cleverly optimised for multiple devices. A smart design combined with intuitive navigation makes this a more than pleasant experience, as well as a big improvement on its predecessor.
Visit Channel 4 mobile: http://mobile.channel4.com
About Mobile IQ
Mobile IQ empowers media agencies and content brands to deliver rich mobile internet solutions using Fabric™ – a complete mobile management platform. Mobile IQ’s customers include Channel 4, News International, New York Post and Dennis Publishing. www.mobileiq.com
