THE CHALLENGE

The inspiration for this year’s report had two sources - Alex Mahon’s (CEO) speech to the Channel 4 RTS Cambridge Convention and the highly controversial, and successful, Complaints Welcome campaign.

Each provided insights into the broadcaster's identity and focus, ‘to find the new and the unknown - the unheard voice, the unrecognised face and the untold tale - and then to give them a national platform and turn it into part of the mass market conversation’. ‘Too true’ became the report’s provocative theme, highlighting the many and varied opinions that people have thought and felt about the broadcaster’s programming - all of which it is unashamedly proud of.

THE APPROACH

Channel 4 unapologetically celebrates its remit through humour, experimentation and honesty. It exists to stimulate, provoke and take creative risks.

That means accepting – and embracing – oppositional voices. 2019’s “Complaints Welcome” talent campaign celebrated one of the things at the heart of Channel 4’s identity: challenging the way its viewers think about the world. We wanted to take its bold, cheeky, unapologetic theme further.

Four characteristics that shape the business were identified: Challengers, Champions, Creators, and Commercially Minded.

These create the framework that shapes the way Channel 4 works, including the types of programming it invests in, and the people and companies it works with.

Throughout the development phase of the report, key senior stakeholders were directly engaged in the visual process, ensuring it was a true representation of what Channel 4 is and its vision for the future. The many stages of development and adaptation allowed Emperor to consider and build a bespoke reporting document that delivered against the needs of Channel 4, its people and its stakeholders.