O2 UK announced on Thursday it has partnered with TV network Channel 4 to provide customers with early access to content set to be hosted on Channel 4’s upcoming online video service.
Called All 4, it will be the online destination for all of Channel 4’s linear programming and digital content, which for the first time will include mobile video streaming. It is due to launch on 30 March, and will replace Channel 4’s catch-up TV service, 4oD.
The partnership with O2 will give members of O2 Priority – the operator’s loyalty scheme – access to 10 flagship TV series on All 4 two days before everyone else. O2 branding will also feature prominently on the service.
"It was crucial to launch All 4 with the right brand – and as All 4 makes all Channel 4 content, whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner. Being able to create a buzz around our key shows by offering priority access to O2’s millions of customers makes this a really special partnership," said David Amodio, digital and creative leader at Channel 4, in a statement.
"With this partnership we continue to bring our customers the things they love, this time by giving them some of their favourite TV shows 48 hours ahead of general release," added Nina Bibby, marketing and consumer director at O2.
The partnership is the latest example of the growing importance of video content for the U.K.’s mobile operators. EE, for example has taken the plunge with a fully-fledged home TV service, while the likes of Vodafone with its Now TV and Sky Sports deals, and now O2 with its Channel 4 tie-up, are making targeted partnerships with select content owners.
