Nearly half (44%) of Channel 4’s viewers watch more of its programmes since registering, according to the broadcaster’s director of strategy Keith Underwood.

Speaking at the IAB’s Video: In Demand event yesterday Underwood (pictured) said the broadcaster continues to build its database of registered viewers, generating an additional 10,000 more each day, taking its total to well over 5m registered users.

“The data initative has given us a wealth of data – 44% of our viewers say they watch more Channel 4 programmes since registering. That is helping us develop much tighter targeting. We want to maximise our commercial returns by evolving our commercial model through data-driven insight,” he said.

Meanwhile 56% of 4oD viewers said they watch the same amount of content since registering, and 2% said they watch less.

Channel 4’s data strategy centres on rewarding viewers who register and provide more data, with premieres and other exclusive content.

Two thirds (60%) of all views across its TV catch-up player 4oD are now from registered users, while one in three of all 16 to 24 year olds in the UK have registered, according to Underwood.

“We are investing in and incentivising viewers to register in return for exclusive online episodes and premieres, personal recommendations, the ability to create playlists – it’s the first step in creating a truly two-way relationship with viewers,” he said.

Earlier this year Channel 4 launched Viewer Promise, aimed at increasing transparency with registered users regarding how it is using data to enrich viewing experiences while delivering more targeted advertising (nma.co.uk 31 May 2012).

Underwood said Viewer Promise defines it entire strategy, adding “our underlying premise is that data belongs to the users”.

See video campaign for Viewer Promise, fronted by Alan Carr, below.

Video:

Channel 4