16 July 2009 | Author: L. Sutherland Head of Media Content
Google-owned YouTube may be the online video king at the moment but, in the fast paced digital world, hanging on to your crown can be a tricky task. As news emerges that Channel 4 and Facebook are joining forces to create a new mash-up of 4oD and Facebook Connect - dubbed Test Tube Telly - YouTube could soon be confronted by a challenger to the throne.
The partnership aims to help users discover new video on-demand content through recommendation. To this end, the twosome have created a new platform that utilises Facebook Connect and Chanel 4's online content provider 4oD. According to Brand Republic, the broadcaster has warned that Test Tube Telly is still in its experimental stage. However, the new service will allow users to view then rate and discuss on-demand TV programmes through their Facebook profiles.
The joint venture could prove to be a profitable one for the broadcaster as Facebook continues to enjoy pole-position in the social networking race, and Channel 4 is the first of its breed to make use of Facebook Connect. If the project proves successful, the broadcaster plans to branch out to other social networks in the future - including Twitter.
Currently only available in the UK, the initiative will have a test period ending in September, at which time the TV provider will decide whether to expand or scrap it. Channel 4 product development manager, Andy Pipes, explained that the idea for the platform emerged when thousands of programmes were added to channel4.com from the C4 archives and it became apparent that there wasn't an easy way for viewers to discover new shows for themselves.
Mr Pipes added: "On linear TV, people often hear about new programmes from friends or colleagues. If a friend recommends a show, we're often motivated to check it out the next time it's on. So we thought we'd see if we could use the same 'friend recommendation' thinking to help people find and watch otherwise hidden gems within 4oD."
Facebook and Channel 4 join to challenge YouTube
Google-owned YouTube may be the online video king at the moment but, in the fast paced digital world, hanging on to your crown can be a tricky task. As news emerges that Channel 4 and Facebook are joining forces to create a new mash-up of 4oD and Facebook Connect - dubbed Test Tube Telly - YouTube could soon be confronted by a challenger to the throne.The partnership aims to help users discover new video on-demand content through recommendation. To this end, the twosome have created a new platform that utilises Facebook Connect and Chanel 4's online content provider 4oD. According to Brand Republic, the broadcaster has warned that Test Tube Telly is still in its experimental stage. However, the new service will allow users to view then rate and discuss on-demand TV programmes through their Facebook profiles.
The joint venture could prove to be a profitable one for the broadcaster as Facebook continues to enjoy pole-position in the social networking race, and Channel 4 is the first of its breed to make use of Facebook Connect. If the project proves successful, the broadcaster plans to branch out to other social networks in the future - including Twitter.
Currently only available in the UK, the initiative will have a test period ending in September, at which time the TV provider will decide whether to expand or scrap it. Channel 4 product development manager, Andy Pipes, explained that the idea for the platform emerged when thousands of programmes were added to channel4.com from the C4 archives and it became apparent that there wasn't an easy way for viewers to discover new shows for themselves.
Mr Pipes added: "On linear TV, people often hear about new programmes from friends or colleagues. If a friend recommends a show, we're often motivated to check it out the next time it's on. So we thought we'd see if we could use the same 'friend recommendation' thinking to help people find and watch otherwise hidden gems within 4oD."
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