As Channel 4 announce the upcoming launch of the '4Now' second screen companion app for iOS, Kate Bulkley examines the commercial models underpinning the move by broadcasters to recapture a distracted TV audience through apps
Called 4Now, the new app will launch in July initially only on iPhone and iPad Apple devices to those viewers who have registered with Channel 4 via its on-demand service 4oD – a database that now counts nearly 8 million and includes one in three of the UK's 16 to 24 years olds. "We see this as another way of giving registered users something else," says Keith Underwood, director of strategy and technology at Channel 4.
The idea is to have an "always-on, centralised destination" for second screen experiences with C4 programmes. This will hopefully be easier for audiences because different apps will not have to be downloaded one by one for each TV programme. The app will aggregate show information, allow real-time quizzes and voting and allow Twitter conversations around particular shows.
