Edgy E4

Here's another example, this time of a website applying consumer interactivity and (successfully) targeting the Groundswell social technographics.

During my travels visiting English relatives, I have become all too familiar with all 4 of my Grandad's television channels. Two were usually devoted to news, cricket (like watching paint dry!), or a vast array of melodramatic soap operas, such as Hollyoaks or Eastenders. However, I found E4 to be the best bet for entertainment and have continued to follow many of their shows. It's definitley a bit edgy (are there any censorship regulations in England?!) and I consider it to be the "alternative" station. I was definitley a big fan of the ever-sensationalist Big Brother a few years back- something about the Geordie commentator made it that much more entertaining. But, to business!

The E4 website is an excellent example of a website that is trying to promote User-Generated Content. Indeed, viewers can create a profile of themselves, and are encouraged to upload pictures of themselves with cast members, comment/create blogs, download special MSN Messenger skins that allow for bonus access to show-related materials, create videos, and communicate with one another using comments. Moreover, they try to promote involvement with their shows, by allowing for people to recommend music to be included in the show, which often is! Lastly, they are involved in many social networking sites, such as Myspace, Facebook, and Twitter. Just check out any of the TV show sections for a better look. Definitley a company that's ahead of the curve.

I imagine that this is proving to be a very cost-effective way to promote brand advocates of E4, and catalyze interest in their TV offerings.