O2 launches multi-platform sponsorship deal with Channel 4

O2 launches multi-platform sponsorship deal with Channel 4

O2’s customers will get online access to ten Channel 4 flagship shows 48 hours before general release.

The offer will be available to O2 customers as part of their Priority Programme which the operator hopes will provide ‘something relevant to all of its 24 million customers.’

For Channel 4, the launch also sees the introduction of All 4; the broadcaster’s new mobile hub due to replace their on demand service, to host all digital and online content sponsored by O2 as part of the agreement.

David Amodio, Digital and Creative Leader at Channel 4, said: ‘It was crucial to launch All 4 with the right brand and as All 4 makes all Channel 4 content, whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner. Being able to create a buzz around our key shows by offering priority access to O2’s millions of customers makes this a really special partnership for both us and O2.’

Similar deals have been made with Samsung signing an agreement in 2013 with ITV to offer the ITV player app exclusively on their devices. EE has also launched a TV service, while Vodafone made targeted partnerships with Now TV and Sky Sports. The collaboration marks yet another example of convergent services within the sector and highlights the increasing importance of video content for mobile operators.



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