France 4 – Turning Viewers into Users

France 4 has been fully redesigned as the young and connected channel of the French public TV group. France 4 is thus not just another public broadcaster but a real cross media platform with the realignment that the audience’s contribution is at the heart of the brand. Whether smart or silly, viewer tweets are used as the lead-in for promos to create a special bond between the young audience and the network. Simplicity is another characteristic feature. Basic loops and GIFs serve as a link to the web culture. Solid plain colour plates, simple wipes and a unique font shape the consistent and powerful design, which is also compatible for smartphones. Each element is an opportunity to reinforce the user-contact with the network. The ad breaks, for example, are “designed” by users themselves via a dedicated app: the viewers can send in their mash-up creations and are credited if their creation is aired. This system creates a strong bond with the public as it puts the idea of dialogue centre stage as well as a constant renewal of mash-up images and short clips, which extends impact and fun to the on-air look of France 4.