Channel 4 hits registered viewers milestone, plans ad trials

UK broadcaster Channel 4 says that over five million people will have registered with it by the end of August under its new viewer engagement strategy, up from two million at the end of 2011.

The broadcaster has said it will initiate a series of trials with media agencies and advertising clients to deliver more personalised advertising, using its data platform in a live environment. Channel 4 is to use FreeWheel’s technology to consolidate its advertising operations across its digital platforms.

Channel 4 has moved to register as many of its viewers as possible in order to deliver a more personalised TV experience.

Registered viewers have access to an enhanced experience with exclusive content, including online premieres of new episodes before they air on TV. In August, registered viewers will be able to view live streaming from this year’s V Festival and a premiere of the final episode of Lee Kern’s Celebrity Bedlam.

This month, Channel 4 will offer its registered users the opportunity to select the shows to be aired on its recently launched ‘best of’ channel, 4seven.