Channel 4 to launch centralised companion app

Channel 4 is set to launch a second screen companion app next month as a new “centralised destination” for synchronised TV experiences.

The firm said that with 4Now (working title), Channel 4 will be the first UK broadcaster to develop a dedicated app to accompany its channels and programming.

The app is due to launch in beta to registered Channel 4 viewers and is part of Channel 4’s on-going viewer engagement strategy. It will include programme information, social media activity and interactive content like real-time polls, votes and quizzes, said Channel 4.

It will also support interactive sponsorship opportunities and audio-triggered, real time advertising that is synchronised with ads on the main TV screen.

“As a centralised product destination, 4Now allows us to enhance our relationship with viewers and enables us to offer them a range of interactive, synchronised experiences for shows which may not have warranted a standalone application,” said Keith Underwood, director of strategy and technology at Channel 4.

The 4Now app will initially be available on iOS with other platforms being considered for future releases. A full launch, following the initial trial phase, is slated for later this year.