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“Channel 4 has a long history of delivering innovative new technology projects,” said Keith Underwood, director of strategy & technology at Channel 4. “As a centralised product destination, 4Now allows us to enhance our relationship with viewers and enables us to offer them a range of interactive, synchronised experiences for shows which may not have warranted a standalone application. Additionally, it enables us to drive further commercial opportunities for our advertising partners.”
“The beta phase launch is also an incredibly exciting opportunity for our registered users to get involved in shaping the development of the product – part of the two-way relationship we have with our viewers.”The company intends to fully launch later this year on iOS, with other platforms 'being considered'.
Channel 4's second screen app will be called 4Now and will offer viewers real-time votes, games and quizzes – and enable advertisers to target them with interactive ads synchronised with the broadcaster's commercial breaks.4Now will also give the channel's 8 million registered viewers extra programme information and will be integrated with Twitter.The "always on" app, the first to be launched by a free-to-air broadcaster in the UK, is intended to piggyback on the "second screen" phenomenon, viewers' penchant for going on social media while watching their favourite shows.