What do you do when attention is your currency and making trouble is one of your core values?

Answer : some very interesting things indeed, based on the presentations at Channel 4’s Meet The Commissioners session in London yesterday.

We heard from Louise Brown, Head of Cross Platform, Matt Locke, Commissioning Editor for Education and Tom Loosemore, Head of 4iP.

As well as some impressive examples of digital thinking in action, there were some interesting themes for the afternoon.

Routes to attention

Ideas judged against how they…

Get attention.
Keep attention.
Turn attention into value.

Digital Business Models

This was a major theme from Tom’s presentation. As well as investing in sustainable non-broadcast public service initiatives, 4iP is actively experimenting with alternative business models for online start-ups. As he said, if Channel 4 finds an advertising revenue model challenging with 10 million monthly uniques, 4iP will take some convincing that an ad-only model will work for a start-up.

Accountability

Matt talked about a 9 point (3×3 square) grid against which each project is measured.

The objectives of getting attention, keeping attention and turning attention into value run along one side. Along the other are three types of audience engagement : visitors, fans, contributors/distributors.

Using this grid, objectives and metrics can be entered in each of the nine squares. A simple but highly effective way not only to retrospectively report on a project, but also to run actionable ongoing diagnostics during a project.

All in all a useful and thought-provoking session.

(Thank you to davysims for the photograph.)