Omniture measures new media impact for Channel 4
LONDON - Channel 4 has appointed web analytics company Omniture to measure its online traffic and improve the performance of its website.
Omniture will be helping Channel 4 to assess how its new media applications, particularly Web 2.0 technology and video-on-demand services, are used. Data collected by the optimisation software company will reveal where visitors come from and what drives them to watch clips online, download episodes and buy paid-for content.
Omniture's system will also identify which parts of the Channel 4 site generate the most revenue.
Channel 4 said the system would be used by the broadcaster's new media, management and technology teams, as well as site and programme editors and producers hoping to understand why particular programmes are viewed online.
Louise Brown, head of new media at Channel 4, said: "We needed a system that would benefit our editors and marketing teams who make programming decisions as much as our technical people.
"If a system can be used by the people who make programmes or who edit the sites, it's going to have a much greater impact on the business."
Andy Duncan, Channel 4's chief executive, has significantly increased the broadcaster's spending on new media and increased the budget for mobile, online and broadband activities from £16m to £21m this year. Duncan is banking on new media to help offset the decline in audiences caused by rise of digital channels and the accompanying fall in advertising revenue.
The channel's most recent new-media venture is a video-on-demand service called 4oD, which allows viewers to download shows such as 'Ramsay's Kitchen Nightmares', 'Deal or No Deal' and 'Desperate Housewives' to their personal computers.
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