Channel 4: Skins website

Factual information
The skins website provides an extension to the program for skins fans, it provides a range of special features for them. These include:
· viewing extra clips
· enter competitions
· find out about characters
· register and receive special updates about
· post on forums
· visit the skins website
· get freebies
· download the theme tune
· read the latest info about the next series

How does it relate to the audience?
The target audience for the skins website is teenagers. The opening page has a warning that the content is unsuitable for people under the age of 18. This encourages this audience because it makes accessing the site ‘illegal’ which is a common theme in the show.

The audience use the site to access all of the special features above, and it acts as a way that they can access a weekly program at any time they wish. It also makes the experience feel more personalised because watching the ‘exclusive clips’ privately makes the consumer feel more involved in the show.


Institutions
The producers of skins and channel 4 can use the website to:
· find out who is watching the program
· find out how popular the program is
· keep the audience hooked
· produce revenue from sponsors or advertisers
· distribute the program via the internet
· produce lots of hype by marketing the series online

Skins is a very good example of online marketing and distribution. The series was heavily promoted online using youtube.com to distribute the highly enigmatic trailer and clips from the first episode.

Key Concepts
Flexibility and convenience: the website allows the audience to time their media consumption around their lifestyle. It allows them to access the program any time of the week, and keeps them thinking about it.

Online surveillance: The website allows institutions such as channel 4 to track their audience, and find out about what is popular with them.