The Transition from Broadcast to Multiplatform for a public service broadcaster: getting attention and measuring success

In 2008, Channel 4 Education moved its budget from £6m a year spent on television for a morning schedule broadcast, to £6m a year spent on media that would more effectively reach its target audience: UK-based 14-19s. In practice, this means /internet native/ media: websites, television, games, widgets, apps and services that are designed for the audience: always-on, everywhere, and attention-grabbing. Alice will briefly discuss what works for Channel 4 Education, as well as what defines success in its multiplatform, multiformat world.