Want to learn about direct marketing via TV? Watch Made in Chelsea

Don’t laugh, but I was watching Made in Chelsea the other day. I know, I know, it’s abnormal behaviour for a 36-year old man. But I was doing so for ‘research’ purposes after we interviewed Channel 4’s Jonathan Lewis, their head of digital and innovation partnerships. Jonathan was talking about how the rise of VoD has opened up TV for direct marketers and mentioned that Made in Chelsea is proportionately the broadcaster’s most tweeted about programme.

Programmes such as Made in Chelsea attract a second screen audience who no longer passively watch, but actually engage and interact via social media. Channel 4 has been developing its online platforms and apps, amassing a huge amount of viewer data from 4oDand producing dynamic content to enable brands to find innovative ways of connecting with its audiences by producing campaigns that mesh with new viewer habits.

Watch the three-minute interview with Jonathan in which he talks about the new opportunities for direct marketers to engage with TV audiences. Trust me, it’s a lot more interesting than following the adventures of Binky, Caggie, Spencer, Proudlock, Ollie and co…

The DMA’s inaugural TV summit, Rethink TV, takes place on Friday 8 November at Channel 4’s HQ. For more information visit the Rethink TV microsite.

By Tristan Garrick, the DMA’s Head of PR & Content