Intel to sponsor Channel 4 on-demand service

Channel 4 has revealed that technology brand Intel will be the first advertiser to sponsor free content on its recently launch 4oD service. The content will be available via the Intel-branded “Programme Lounge” offering 4oD users free access to full length Channel 4 shows, streamable to their PC.

The Intel Programme Lounge will feature full-length episodes of shows such as Big Brother, Desperate Housewives, Get Rich in China, Teachers, Derren Brown, Drop the Dead Donkey and Spaced. The page will be accessible directly from the 4oD homepage and will be promoted on Channel4.com.

The Intel sponsorship will see the brand use a combination of ad formats and targeted editorial placements throughout Channel4.com. It will also use behavioural targeting techniques to reach users who have already viewed programmes or registered with 4oD, to make them aware of the Intel tie-up link them directly to the Intel site.

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