Channel 4 have announced that their official catch-up TV service, 4oD (4 On-Demand), is to become available as an app on Apple’s iPhone as of next month, during a period of change at the network.

After being hosted on the iPad tablet computer since April, the service is moving onto the other iOS systems (iPhone and iPod Touch) in September. The 4oD platform covers a range of content from the network’s three main entertainment channels (Channel 4, E4 & More4), and has been responsible for over 215 million video views in the first six months of 2011 alone (making it the most popular broadcaster in the British Isles for on-demand content).

The service, which gives a 30-day catch-up window to current network broadcasts, and archive content from hit series such as The Inbetweeners, is available to use for free (or no additional charge) via host platforms such as YouTube, Sony PlayStation 3, Virgin Media, and TalkTalk. However, the main hub of 4oD comes through the official Channel 4 website (Channel 4.com) which is in the midst of being relaunched with an updated interface for the service, allowing users to personalise their experience and view videos by user recommendations.

The update seems to be part of Channel 4′s recent move to appoint three new staff members to their ‘audience, technologies and insight’ team, a byprodcut of which is a multi-million pound investment for a new ‘viewer database’ to help determine the network’s next moves in broadcasting to target audiences.

Gill Whitehead, Channel 4′s ’audience, technologies, and insight’ director, said of the improvements to her department: “We will work on delivering our ambitions around viewer engagement can move to the next level. As Channel 4 understands more of our audience and their behaviours and preferences, we will move to harness this insight to deliver superior innovation both to advertisers and to viewers. Building the required infrastructure to deliver these ambitions now begins in earnest with a multi-million pound investment in a bespoke Channel 4 viewer database and new senior roles in the audience technologies and insight team.”

With their aims to improve viewer experience clearly established, will the new-found presence on iOS devices be a sufficient step forward for Channel 4?

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