EBK in NMA
An article from New Media Age on Embarrassing Bodies: Kids which launches today at www.channel4.com/kids
Channel 4 and Maverick build site to help parents keep kids healthy
Channel 4 has launched a site Embarrassing Bodies: Kids to boost engagement with parents concerned about their children’s health.
The site at channel4.com/kids goes live today to coincide with the show’s broadcast. It features exclusive video and social applications providing more space for parents to share advice and experiences.
The broadcaster and production company Maverick TV hope to build up a community around the site, in turn boosting audience dwell time.
The first Embarrassing Bodies site, which won a BAFTA for interactivity, attracted 6m users and 6.5m video views, plus a further 9m via Channel 4’s official YouTube channels.
Adam Gee, cross-platform commissioner at Channel 4, said, “The original site was never really intended to build up a community per se, as people generally used it to follow up a specific issue and would then be directed to the best online or offline support group.
“The Kids site aims to increase engagement and time spent on it, as parents will be able to discuss a common interest: their children.”
The site has a Development Milestones application so parents can plot their child’s development over time and receive reminders when immunisations and check-ups are due.
The broadcaster has also opened up a range of advertising opportunities for the site, including creative sponsorships.
Channel 4 will host a special episode of Embarrassing Bodies Live on 14 May focusing on kids’ health, airing exclusively online at channel4.com/bodieslive.
[This article is reproduced courtesy of New Media Age.]