C4 ventures into computer games

Channel 4’s commercial arm, 4Ventures, is considering entering the computer games market and developing money-making events and products to support the channel’s main brand.

The move follows a restructuring of 4Ventures’ commercial development division, which has been renamed consumer products. The review was conducted by Polly Cochrane, managing director of marketing at 4Creative and of consumer products at Channel 4, who will continue to oversee the division.

Cochrane says: “It’s a department that makes a lot of money and a bigger emphasis will now be placed on new revenue streams and new projects.”

She adds that a controller of business development is being sought, whose brief will be to find new ways to earn income that both develop the “4” brand and its programmes.

The successful candidate will look at the possibility of Channel 4 hosting paid-for ticket-only events or clubs that support the main brand or programming strands, as well as computer games, a field in which the channel currently has no involvement. Radio is another area which could be further exploited following the development of a show for Capital based around Big Brother.

The division, which already produces the Cricket Magazine, will also consider developing other magazine ideas.