Channel Four: More 4 - How 'adult entertainment' sold grown up television - IPA Effectiveness Awards Case Study 2006

Brief Description: Television channel launches bring challenges; especially difficult is the disentangling of the effect of programming content from that of communications. This paper shows how the inspired and provocative idea of 'adult entertainment' successfully positioned and launched a new television channel of 'grown up' programmes to a valuable audience of 'grown up' viewers. BARB viewership data proves that the people who were exposed to television advertising for More4 were nearly twice as likely to go on to watch it than people who hadn't been exposed ;---(TAGS)--- Full Title: How "adult entertainment" sold grown up television to grown up viewers ; Number: 2006/31 ; Brand Name: Channel 4 ; MORE4 ; Client: Channel Four Television Corporation ; IPA_ProductCoding: Media (TV channels/programmes) ; Agency: DDB London ; Author: Dan Ng, Julia Ward, Sarah Carter (Contributing), Les Binet (Contributing), Jonny MacKay (Contributing) ;