Channel 4 HunksChannel 4 has announced that UK online retailer, Shop Direct, is to be the official commercial launch partner of 4oD on Sky.

Throughout the six-month partnership, starting from Saturday 6th April and running until the end of September, one Shop Direct brand per month will feature in the first pre roll and in the first ad break of all 4oD catch up content on Sky’s On Demand platform.

Jon Owen, Retail Director at Shop Direct, says, “At Shop Direct, we’re always looking for new and innovative ways to support our brands and product ranges. Television and on demand programming are both key channels for our brands and this partnership with 4oD will enable us to combine the two to reach our customers in a unique and memorable way.”

Channel 4’s successful video on demand service, 4oD, launched on the Sky On Demand and Sky Go platforms on 18th March 2013, enabling even more viewers to enjoy a wide range of programmes from Channel 4, E4 and More 4 – as well as a selection of classic shows from the channel’s rich archive, including The Inbetweeners, Shameless, Spaced, Father Ted, The IT Crowd and This Is England ’88.

Kellie Warne, Group Digital Manager, Channel 4 adds “We are delighted to announce that Shop Direct are our official commercial launch partner. The launch of 4oD on Sky allows even more viewers the opportunity to catch up with their favourite Channel 4 shows whenever they want.”

Media agency Carat created the partnership on behalf of Shop Direct to support its isme, Littlewoods and Very.co.uk brands.

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