New media commissioning manager Jen Topping on broadcaster's £100k investment.
Channel 4's new media commissioning manager Jen Topping outlined the UK broadcaster's mobile app strategy at the MIPCOM conference in Cannes today.
"It's important for us to not go a bit app crazy," she said.
"There's a tendency to want to app everything up and just throw stuff out there. We're trying to be much more selective to do things excellently. Less and better, rather than more and worse."
At the start of this year, Channel 4 set a budget aside of £100,000 to develop seven apps for key shows, explained Topping.
"It's very much a trial of everything from what people will pay for to what they won't," she said. "It's different types of apps: productivity tools, lifestyle tools, games..."
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Topping showed three apps during her presentation, two of which are due to go live on the App Store next week, for Come Dine With Me and Peep Show.
The third was an app to promote Jamie Oliver's new series, which turns the chef into a virtual egg timer.
Topping said that Channel 4 has three distinct ambitions for its smartphone and tablet strategy in 2011.
"The first is around two-screen behaviour," she said, referring to apps designed to be used while someone is watching TV.
"For Million Pound Drop, we're developing a playalong game, so that when the show is on air, you can play along and answer questions in real-time."
Second, the broadcaster is figuring out how to make its apps distinct from its mobile websites. Topping cited the example of Channel 4 news, whose site has been revamped to work on iOS devices.
She explained the issues this has thrown up. "Why are we doing a news app, and what are we doing that would enhance the offering, rather than be a duplicate of what's freely available in a browser?"
Third, Channel 4 is looking to launch apps that are "standalone experiences... not about the usual ebb and flow of the schedule. Graphic novels for dramas, games for comedies... Things that have a longer lifecycle."
Channel 4 is working with various partners on its apps and wider mobile strategy, and Topping said the broadcaster is balancing caution with experimentation.
"This is an exploratory learning cycle that we are in, and we will absolutely make some mistakes," she said.
"We are very much aware that we have to keep up with the latest trends. That means working in partnership with a range of people with different skills, not put all our eggs in one basket or go it alone."
Topping warned against broadcasters getting carried away with iPad fever, pointing out that younger viewers are more likely to have an iPod touch, BlackBerry or Nokia phone.
Channel 4 is also keen to find out if apps can stimulate paid downloads of TV show episodes from Apple's iTunes Store, with Topping saying the Peep Show soundboard app will be an early proving ground.
"Will people pay 99p for a Peep Show app and then click to download that episode?" she said, saying Channel 4 will be monitoring the conversion rates eagerly.
"If it is a couple of percent, that could be interesting. If it's more than that, it's really really interesting."
Topping also talked about Channel 4's relationship with Apple, expressing the hope that the company will allow non-music ringtones on the iTunes Store soon, allowing Channel 4 to monetise its shows in that way too.
While Channel 4 has a good relationship with Apple, Topping said there may be bumps in the road ahead.
"We are about to learn what their views are on the nature of our content, which is considerably more adult than other broadcasters," she said.
"There have been suggestions in the past that some of the more adult nature - sex education or medical advice that is very graphic in showing genitalia - wouldn't necessarily be acceptable on the platform. For us as a public service broadcaster, it causes us issues."
