Channel 4 is launching a challenge to YouTube and MySpace by creating its own social networking website, driven by the powerful Big Brother brand.
The broadcaster stole a march on the BBC and ITV by announcing a surprise move into video-hosting websites that command daily audiences of tens of millions.
Channel 4 is relaunching its E4.com website, linked to its popular youth television channel, as a new standalone social networking site.
The initial lure is that users can audition for a place in the Big Brother house next year by posting clips of themselves. One contestant will be chosen directly from their web submission after the clip has been rated and swapped between site viewers.
Channel 4 receives about 150,000 applications a year to compete in the programme, which has become an instant route to celebrity.
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The clips of fame-seekers performing bizarre antics expected by the Big Brother producers mirror the cult videos posted by users on YouTube. They were swapped between millions of users, bringing the site and its web “stars” to international prominence.
E4.com users will also be able to create personalised web pages, where they can chat to other users, upload their own content and rate the clips and submissions from other users.
Andy Duncan, the Channel 4 chief executive, said: “E4 viewers are the first generation to grow up with the internet and they are driving the phenomenal growth of social networking online and of user-generated content as a mainstream entertainment medium.
“Big Brother is also a global phenomenon and we think it is a perfect platform to launch this initiative and propel C4 into one of digital media’s fastest-growing marketplaces.” The BBC intends to create its own social networking site targeting young web-users but is still developing its offering. ITV has yet to extract value from its £120 million purchase of the Friends Reunited website.
Mr Duncan said that a key element of E4.com would be the ability to “tag” images and share them with others. Users can see the personal links stored by others under their key-word “tags” and seek out people with shared interests.
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Channel 4 is creating an alternative to social networking sites popular among the 16 to 34 age group, such as Facebook and Friendster as well as YouTube and MySpace.
E4 is already the most popular digital television channel among young viewers and the website will incorporate news and gossip about hit shows, including The O.C. and Desperate Housewives.
The alliance with Big Brother, Channel 4’s biggest moneyspinner, should guarantee an initial surge of members, but Channel 4 expects the site to develop independently of the programme, following the preferences and tastes of users.
Channel 4 is negotiating a new Big Brother contract with its producers Endemol. The present deal ends next year and ITV has expressed an interest, pushing the price up from £30 million to an estimated £80 million.
YouTube uncovered a global fascination with homemade videos, often of wannabes miming the lyrics to pop songs while dancing around their bedrooms in a state of undress. Judson Laipply, a motivational speaker from Ohio, recorded 37 million views for a video of himself dancing badly to various pop songs. He has since been given his own online television show and received sponsorship offers.
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The E4 site will sit alongside Channel 4’s new “TV on demand” website, which will allow viewers to watch programmes broadcast in the past 30 days for 99p from December 6, and download them to own for £1.99.
The broadcaster believes that getting the two digital services online this year will give Channel 4 a head start in the battle to secure its long-term future.
Big numbers
22m
Record votes cast during Big Brother 3
£80m
Predicted value of new BB contract
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£3.25m
BB 7 profit from phone and text votes
27,000
complaints to premium-rate regulator Icstis when evicted housemates were allowed back into the house
Source: Channel 4