Why Channel 4 revived 90s icon Smash Hits magazine
Marketing Week ReportersTo ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
To ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
The broadcaster believes remaining in public ownership will allow Channel 4 to become “a power in the digital world.”
Industry bodies claim a decision to keep Channel 4 in public ownership would ensure certainty for advertisers, who value the broadcaster’s unique proposition.
The broadcaster plans to unite all of its channels and services under the Channel 4 brand, with CMO Zaid Al-Qassab promising “one seamless experience” for viewers.
Channel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.
Channel 4 has made public its proposed alternative plan to privatisation, as it reports a record-breaking performance for 2021.
The ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in ways it says have not before been seen in British TV advertising.
Brand leaders have questioned the government’s decision to push ahead with the privatisation of Channel 4, with some fearing it could impact creative effectiveness.
Channel 4 marketing director Amber Kirby and former CMO Dan Brooke reflect on the stories behind the broadcaster’s three ‘Superhumans’ Paralympics campaigns between 2012 and 2021, and the impact they have had.
With 47% of the public saying menopause is still a taboo topic, marketers are fighting to raise awareness of the symptoms and take the pressure off women, enabling them to enjoy fulfilling careers well into their 50s and beyond.
As Channel 4 kicks off a day in which all content and advertising is fronted by black talent, CMO Zaid Al-Qassab explains how the ‘Black to Front’ project is going to make a long-lasting difference.
Channel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
Amid conversations debating the future ownership structure of the public service broadcaster, Channel 4 has identified three new areas of growth to focus on over the next year.
This year the broadcaster’s is focused on age representation after new research finds less than a third of ads feature someone aged over 50 and when they do portrayals are often inauthentic.
Channel 4 focuses on the determination required to become a champion in the latest iteration of its Paralympics activity, as CMO Zaid Al-Qassab warns there are “still a load of outdated views out there”.