The app is the result of a collaboration between application agency Nice, online video platform providers Ooyala and Channel 4. Nice Agency designed and developed the iPad application, creating an engaging user experience to easily navigate and view the 4oD catch-up content. Ooyala meanwhile provided the back-end services to enable Channel 4’s existing video content for the iPad platform.
Nice Agency’s joint Managing Director Ryan Hall said, “Mobile devices like the iPad are changing our lifestyles, but they are also changing our expectations of what technology should be able to deliver. The first mobile devices made us come to expect telephony on the move, while TV catch-up like 4oD and the iPlayer has fundamentally changed our viewing habits. With the latest generation of tablet computers, users increasingly expect to be able to watch their favourite TV programmes wherever they are, whenever they want. Viewers also expect a rich viewing experience from their online content, no matter what device they’re using, and they’re used to crisp, clear and seamless video,”
Peter Dolukhanov, joint Managing Director added, “Nice Agency are specialists in user experience, design innovation and application delivery across web, desktop, mobile, tablet and TV devices. Having worked closely with iOS, Apple’s mobile operating system, we have the experience to avoid the potential pitfalls inherent in complex applications and to give users the experience they expect from their online content.”
The new 4oD app is being made free to download thanks to sponsorship from Heineken. As well as providing access to all Channel 4’s UK content, there are plans to broaden available content to include the broadcaster’s rich programme archive and US shows, as well as to expand the application to the iPhone.
Helen Walker, 4oD Product Manager said: “We were the first broadcaster anywhere in the world to make all its commissioned content available online, and we have consistently led the way in on-demand viewing. We’re committed to making it easy for anyone to watch their favourite C4 content where and when they like, so taking 4oD onto the iPad is a natural progression. We’re expecting a very positive reception to the app, both from viewers and from advertisers who want to target this highly desirable demographic.”