E4 goes Hart Beat as viewers design channel's idents

by Jules Grant,, Brand Republic 19-Mar-04, 16:00

LONDON – For those who never got the chance to have their art shown on 'Hart Beat' E4 has the solution. The digital channel is offering viewers the chance to have their artwork used on air and to contribute to the channel's content.

To submit work viewers can log on to Esketch and draw a picture using their computer mouse and on-screen software design tools.

Each week the best 50 sketches are selected to appear at the beginning and end of each advertising break on E4. Viewers whose sketches make the grade are notified by email.

Neil Gorringe, E4's head of on-air promotion, said: "Viewers have already taken to the idea and we've been deluged with all kinds of brilliant, imaginative images. Obviously we've had quite a lot of crudely scrawled penises submitted as well, but such is life."

Advertising and design agency Boy Meets Girl S&J, which was launched by Andy Law and Kate Stanners formerly of St Luke's, devised the concept. It describe Esketch as "a unique and creative way that all viewers can literally contribute to the channel's content".

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