O2 strikes brand partnership with Channel 4


Operator’s branding will appear on the channel’s new All 4 service across Sky, BT and Virgin Media, with Priority users gaining 48 hour access to 10 flagship series

O2 has signed an exclusive partnership with Channel 4 that will see its branding appear on the channel’s new All 4 digital service.

From March 30, it will be seen on All 4 across multiple TV platforms, such as Sky, BT and Virgin Media, as well as a campaign across On Demand streams through all platforms.

O2 customers using the operator’s digital loyalty scheme Priority will get exclusive 48 hour access to ten flagship Channel 4 and E4 series including new episodes of Peep Show, Fresh Meat and Made In Chelsea.

These viewers will be invited to click through from the app on their mobile devices to a tailor-made Priority area that will host the episodes before they air to Channel 4 viewers.

All 4 will replace 4OD on Monday and is Channel 4’s new mobile, digital hub which hosts all of the channel’s linear channels, digital content and other online services in one place – including the latest addition of mobile live streaming – for the first time.

O2 marketing and consumer director Nina Bibby said: “With this partnership we continue to bring our customers the things they love, this time by giving them some of their favourite TV shows 48 hours ahead of general release.”

“We are always looking for new ways to offer our customers relevant, tailored offers through Priority based on their individual preferences. This partnership provides more choice and means that there should be something which is relevant to each and every one of our 24 million customers.”

Channel 4 digital and creative leader David Amodio added: “This collaboration with O2 is the most exciting digital partnership in Channel 4’s history. It was crucial to launch All 4 with the right brand – and as All 4 makes all Channel 4 content,whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner.

“Being able to create a buzz around our key shows by offering priority access to O2’s millions of customers makes this a really special partnership for both us and O2.”