By jimoneill

AMSTERDAM — The job of running a broadcast network today, David Abraham, CEO of U.K. broadcaster Ch. 4 told an audience at IBC2014, hinges on innovation.

And the pubic broadcaster is backing up those words with a big move in 2015: Merging its live linear and on-demand programming into a single entity: All 4.

“For decade, broadcasters have applied technology gradually…” he said. “Today, technology innovation is continual and pervasive. It has to be as central a concern as the creation of great content.

Technology, he said, is no longer just invisible plumbing. And, he said, broadcasters that don’t take advantage of it are missing a big opportunity, especially if they put linear and online into different silos.

“Broadcasters are at a disadvantage if they separate their online brands from their channel brand,” he said. “We think its about blending the two and using the strengths of both, putting the entire channel and digital estate into one universe at the same time.”

The result, he said, are that linear brands are seamlessly reinforced.

“We believe All 4 will deliver the most advanced broadcaster response” to the changing viewer landscape.

“All in one place, designed from the ground up.”

Abraham said multiplatform delivery has become “integral to our creative process.”

He also pointed out that the connected environment gives broadcasters new ways to connect with audiences, something Ch. 4 has taken advantage of.

The broadcaster has offered users the opportunity to register for its online product and get access to additional content, and to receive personalized recommendations, among other perks.

It’s paid off to the tune of more than 11 million registered users, a number increasing by 10,000 new users daily.

“It has created a new viewer relationship platform,” he said, one that has been well received by advertisers who can use data from users to create targeted ad packages.

The dynamic elasticity of the cloud, he said, is allowing Ch. 4 to scale, while at the same time keeping costs under control.

Follow me on Twitter @JimONeillMedia


: UK’s Ch. 4 plans merged linear, on-demand brand into ‘All 4’