C4 launches video-sharing animation site 4mations

by Jacquie Bowser, Brand Republic 22-Sep-08, 11:50

LONDON - Channel 4 has launched a video-sharing animation website in partnership with Aardman Animations that aims to be an online home for the animation community.

The 4mations beta launched last month with hundreds of animations from Channel 4's archive, including 'Crapston Villas', Phil Mulloy's cult classics 'The Chain' and 'The Sound of Music' and 'Dominion', starring Hugh Laurie.

The ad-supported site includes comedy, adult, sci-fi and 3D work along with games and specialist groups.

Users are able to view, vote, share and comment on content, embed their favourite clips on their own websites and social networks, upload their own work and pitch for paid commissions.

Contributors have the chance of winning seven prizes of up to £250 each month for creating the most popular videos.

Adam Gee, Channel 4's new media commissioner for factual, said: "[Channel 4] has an unparalleled track record, having really powered animation in the UK, but there is increasing pressure on the schedules pushing shows later into the night.

"Animation is really at home on the web and 4mations is the perfect place where the unique archive, boundary-pushing new material and the all-important talent development schemes can come together."

The site has been in development for two years and is a collaboration with animation specialists Lupus Films and British animation studio Aardman, which is best known for 'Wallace and Gromit'.

Aardman created and built 4mations and is involved in the ongoing community management of the site. Lupus has been involved in strategy and commissioning content.

Digital PR agency Hot Cherry will promote 4mations with a PR campaign across TV, radio, print and online, while Rubber Republic is rolling out an online marketing campaign, which will involve virals and online games.