Channel4

Channel 4 is free-to-air and freely available to all of the UK.

UK’s biggest free streaming service, plus a network of 12 television channels. 

Created in 1982

4th channel created in the UK

Public service broadcast (PSB)

Govt owned ad funded, remit. representing unheard voices creative innovative programming

Content often aimed to 16-35 age range

has been at the centre of national conversations and a catalyst for the creation of a world-beating production sector in the UK.

Channel4’s purpose is to create change through entertainment.

They do this by representing unheard voices, challenging with purpose and reinventing entertainment. 

Channel4 is commercially-funded but publicly-owned – means that we’re able to offer independent and distinctive, universal content reflecting the interests of different communities across the UK.

As a publisher-broadcaster, Channel 4 commissions UK content from the independent production sector and currently works with around 300 creative companies across the UK every year. We have the youngest-skewing public service channel in the UK – and we reach more 16-34-year-olds than any other commercial broadcaster across streaming and TV. 

Through Film4, we back creative excellence and invest in British filmmakers, to huge critical acclaim – Film4 films have produced 144 Oscar nominations and 37 wins in our 40-year history.

Channel 4’s board ensures that we fulfil our remit and deliver our financial responsibilities.

social and cultural contexts

Advertising campaigns, whether for consumable products, events or charities, reflect the concerns and issues of the society that produces them

in promoting the Paralympics and creating the trailer channel 4 is seeking to address the under representation or misrepresentation of a particular social group

seeks to focus on the fact that these are real people, human rather than super which makes them more accessible to audience

representation of disability in this advertisement is affected by social and cultural circumstances

channel 4 has taken the active decision to present the athletes neither as victims or heroes but just ordinary sports men and women facing extraordinary challenges. this constructs a more compelling social narrative reflecting the appetite of the time for success stores that are accessible

this is evidenced at the beginning of the advert when the dream sequence is shattered and real life begins