Channel 4 puts Leeds studio at the heart of acceleration strategy

Matt Risley

Channel 4 has today outlined plans for its in-house digital content studio, 4Studio – formerly announced as the Digital Creative Unit.

4Studio will be at the heart of the broadcasters’ digital acceleration strategy, leading on all aspects of short-form content publication across social media platforms.

Led by Matt Risley, head of 4Studio, the Leeds-based team will ensure Channel 4 drives engagement with its shows on social platforms by managing and optimising content centrally – from concept through creation to publication.

4Studio will also work with both the digital commissioning team and a 4sales team offering social-first branded entertainment opportunities to the advertising market.

Risley said: “4Studio will be the go-to resource within our business offering guidance and practical support on the creation and publication of digital social content to commissioners, producers and advertisers.

“Our Leeds-based team will specialise in platform specific analysis, tracking trends and enabling a more targeted and tailored approach to social content, commissioning and distribution, supporting our wider ambitions to super-serve young audiences on these platforms.”

4Studio will ensure all digital activity aligns with Channel 4’s wider strategy to maximise time spent with Channel 4 across multiple platforms.

Channel 4 says it is likely to expand later this year with more opportunities for people in the Leeds region.

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