Channel 4 gets 4Real from Leeds Digital Creative Unit

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Channel 4 has announced the first commission from its new Leeds-based Digital Creative Unit.

4Real is a factual strand aimed at a young audience across social and digital platforms.

It was revealed this afternoon by chief executive, Alex Mahon, in a speech to Deloitte Media & Telecoms Beyond 2019.

“This will be the first of a number of new content strands the unit will be commissioning and is about leveraging our brand and our creative expertise to appeal to our future audience on the platforms where they are,” she said.

“The move to Leeds, Bristol and Glasgow expands the range of our partnerships and that is the key to getting the most out of a comparatively small organisation.

“We have evolved our thinking so that we don’t think of other platforms, brands and organisations as solely competitors; we work with them as partners to maximise our brand among wider audiences.”

This forms part of the channel’s “4 All The UK” plans, which includes a “major boost in our commissioning spend.” This will see investment outside of London increase by 50% – an additional £1/4bn of investment in the Nations and Regions.

“As part of the 4 All the UK strategy, we have also refocused the Indie Growth Fund on supporting the growth of the indie sector in the Nations and Regions,” she added.

“Through the Commercial Growth Fund, we are continuing to help support new digital-based consumer businesses – like Festicket, Crowdcube or RatedPeople – with innovative airtime for equity partnerships.

“All of this allows us to use our position to give back, support and fuel the growth of the British creative industries.”

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