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By Jemima Kiss: The first project in Channel 4’s 4IP scheme rolled out quietly today without much fanfare, but perhaps the broadcaster feels…

By Jemima Kiss: The first project in Channel 4’s 4IP scheme rolled out quietly today without much fanfare, but perhaps the broadcaster feels this isn’t the right time to be blowing the trumpet about a £50 million innovation fund. Still, 4IP is starting to support some interesting and experimental digital media projects and as backing from venture capital and angel investors dries up, the project is going to become an extremely valuable resource for the startup community.

First off the blocks is #FC, a community conversation tool for football clubs that uses the messaging platforms Twitter and Jaiku. The mastermind is Rick Waghorn, subject of yesterday’s Elevator Pitch for his ‘Addiply‘ local advertising platform, with some support from former IPC music journalists and web producer Neil Mason.

The first test will be around the Norwich vs Ipswich match this Sunday; when he’s not running Addiply, Waghorn is the football writer behind myfootballwriter.com. The project starts as part of the Norwich City fan site, aggregating comments posted via fans through Twitter or Jaiku, and they have developed the name ‘Backchat’ so that the conversation will be platform agnostic. All messages tagged #ncfc will be picked up by this Norwich City version. so maybe we’ll see a few from Delia in there…

4IP head Tom Loosemore said the idea is “to try and replicate the banter before, during and after matches in a way that is editorially fun” and that the fund wanted to support Waghorn because “he’s a maverick journalist who takes risks”.

#FC was put together fairly simply using Yahoo (NSDQ: YHOO) Pipes and the funding was in low five figures, said Loosemore. Will it make the mainstream? Far too early to say, but there might be a few more Twitterers and Jaikuers before the weekend’s out.

“It is also this idea of media being these ‘camp-fire communities'; places of warmth and welcome; and decent chatter

This article originally appeared in © Guardian News & Media Ltd..

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  1. Nice project there..I hope it will not a failure like other projects they made earlier which ended in total failure.It's always nice to give something to the community..

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