Channel 4 hopes to supercharge youth offering with call-out for digital content for teens

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by Charlie Spargo

Channel 4 has released a call-out for digital content engaging 13-16 year-olds, as part of its campaign to boost its engagement with young people.

The broadcaster is hoping to maintain brand awareness among a generation spending much more time online and watch a vast amount of video content on social platforms. Following the call-out, successful content will be promoted on Channel 4's social accounts throughout the next year.

What's more, it's committed to directing at least 50% of the content spend to commissions that with a BAME and nations and regions-focus. It wants to keep Channel 4's brand values at the heart of the content, while engaging a new, younger audience where they consume most of their content.

Content submitted can range from one minute to 10 minutes and beyond, and could be funny, poignant, serious, or thought-provoking.

The content production initiative will be overseen by Karl Warner,  Controller of E4, and managed by Digital Commissioning Executive, Navi Lamba, who took up the role in December. Lamba said: “We want new talent, exciting ideas and relatable themes to engage with the younger generation by reflecting their lives and things they care about. Content that is for them, not just about them.

"We want important, clever or world-changing stuff for teens, in a way that doesn’t take itself too seriously.”