Channel 4 eyes WAP push

Channel 4 is planning an ‘aggressive’ push into the WAP space this year and will continue to build up its video offering, having cut its mobile teeth with simple voting applications and news a

Channel 4 is planning an ‘aggressive’ push into the WAP space this year and will continue to build up its video offering, having cut its mobile teeth with simple voting applications and news alerts for programmes like Big Brother.

“The operators need to make mobile media work and companies like us know the content business inside out,” said Riccardo Donato, Channel 4’s business development manager. “For us mobile is a revenue generator in its own right, not just a marketing tool.”

Donato revealed that Channel 4-branded WAP portal activity is high on the company’s agenda this year and that video offerings would continue following a successful debut with 3 for January’s run of Celebrity Big Brother in partnership with production company Endemol.

Indeed, the likes of Endemol, Fremantle and Celador are all working with operators on their own mobile offerings. “Operators are very keen on video and as a broadcaster moving images are our business,” said Donato.

But it’s not just the high-end stuff that interests Channel 4, which teamed with messaging provider Minick to offer SMS voting for Celebrity Big Brother. “Basic services like Big Brother news alerts have been very popular and are a great value-add for viewers while they’re away from the TV,” added Donato.