C4 looks at satellite and digital TV

Channel 4 is understood to be looking at two new services for satellite and digital TV.

C4’s sales and marketing director Stuart Butterfield has been put in charge of a team putting together proposals for the channel’s board.

The proposals include a “Channel 4 Gold”-type service, using the channel’s 14 years of library material combined with its own Film Four productions and the “classic” films it holds UK rights to. The Gold service is being proposed for analogue satellite or cable TV.

The channel is also looking at creating interactive programming for terrestrial and satellite digital TV. The channel has already taken part in interactive trials with London cable operator Videotron and is currently supplying it with an interactive version of Wanted.

Channel 4 believes that its viewers are less passive than viewers of other channels and therefore are more suited to an interactive service.

Two think-tanks – one on pro-gramming and one on ad sales and marketing – were set up to consider future services in May. Their pro-posals are expected to be presented to the C4 board in early 1997.

C4 general manager Frank McGettigan, in a speech to the City in May, raised the possibility of the channel forming alliances with other broadcasters, including BSkyB, to supply a secondary service.

Industry sources believe the channel may license its programming to satellite and digital broadcasters, rather than expose the terrestrial service to financial risk by taking an equity stake in a new venture.

Michael Grade interview, page 16

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here