Channel 4 will slash its mobile offerings to save money, moving to automatic porting and away from bespoke mobile publishing. Channel 4 has been a prime move in mobile content in the UK since launching a separate mobile division back in 2005 with an intent to develop mobile as a separate content medium, so this is kind of sad announcement for the industry. “As a consequence of the current difficult economic conditions, we believe the best opportunity for the continued strong growth of the portal involves concentrating resources on providing free content, such as preview video clips of top shows…We will therefore shift emphasis away from bespoke mobile publishing and towards automated content delivery,” a Channel 4 spokeswoman is quoted as saying in NMA. Fewer labor-intensive services such as competitions and quizzes would feature on the portal.
Robert adds: C4 is on a big cost-saving drive, closing its red button interactive TV ad sales business as well as its mobile ad sales operations recently. It’s also removed ads from its homepage to focus on TV show content.