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C4's prime marketing concept is the appeal to a 16-34 audience. This has some strange consequences-a series explaining Islam, for example, is entrusted to Peaches Geldof. There's an obsession with adolescent transgression and sex. Gordon Ramsay is hired to make a series called The F Word; Designer Vaginas is followed by The World's Biggest Penis. Earlier this autumn, unless I dreamed it, we were subject to a 'wank week.'

Sir Jeremy Isaacs#3

TelevisionCultureMarketingMediaProgramming

About this quote

What does it mean?
Channel 4 targets 16‑34‑year‑olds, leading to controversial programming like sex‑focused shows and odd celebrity hosts.
In plain terms
C4’s youth focus results in edgy, sometimes bizarre content.
What can you take from it?
Expect provocative shows when a channel aims at young adults.

Where it applies

  • advertising strategy
  • content development

Putting it to work

  • track audience demographics
  • balance shock value with relevance

Questions to consider

  • How far should a network go to attract a specific age group?

Another view

Such content can alienate broader audiences.

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