Channel 4 and TikTok are joining forces to encourage a new generation to follow the Paralympic Games, working with high-profile content creators to boost the channel’s Paralympic content across the social media platform.
The channel’s digital content and social powerhouse 4 Studio has created a bespoke Paralympic Games digital experience, which will see it release five pieces of TikTok content each day during the games.
The broadcaster has enlisted an exciting line-up of creators for its presenting team, including comedian Fats Timbo (2.9m followers), content creator and former rugby player Jodie Ounsley (197,000 followers) and content creator Milly Pickles (500,000 followers).
Channel 4 will be one of the first UK broadcasters to offer its brands access to TikTok’s Pulse Premier advertising offering, which enables brands to advertise alongside Paralympic content.
TikTok is currently one of Channel 4’s biggest social platforms for the UK, with over 3,000 pieces of content published in the first half of 2024 (excluding Channel 4 News).
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“We’re delighted to be partnering with Channel 4 to bring the thrill of the Paralympics to our community on TikTok,” said TikTok UK head of publisher partnerships and operations Edward Lindeman.
“TikTok is such a special way to experience Paris 2024 through rightsholder content as well as behind the scenes footage from athletes, teams and fans. We look forward to seeing the incredible short video content from Channel 4 that our community of Paralympics fans in the UK and around the world will engage with and love”.
Channel 4 senior distribution and partnerships lead Joe Harbinson said: “The combination of Channel 4 and TikTok will bring a new generation of audiences closer to the inspiring stories that will unfold in Paris.
“Our collaboration not only creates new opportunities for brands to get close to the Games but serves up highly-watchable content to offer audiences a unique opportunity to experience the Games.”
All Paralympic coverage will broadcast with subtitles and will have closed audio description, while live sport on More 4 and Channel 4 Streaming on weekday afternoons will include BSL live signing.
