22% of the mobile owners in the world are made up of the 'youth' demographic. With a strong 16-34 reach Channel 4 is ideally positioned to target this growing audience. Mobile content is constantly developing in both diversity and availability; for Channel 4 to maintain resonance in a digital world we are keen to provide innovative, entertaining and sustainable mobile services.

We were the first broadcaster to launch a mobile portal and we created a Mobile TV channel for the first commercial mobile TV service in the UK (now available on a further two operator services).

The mobile portal, a mobile website available across all operators by texting 'mobile' to 83188, offers a daily updated selection of Channel 4 content as videos, text and images. The portal allows users to engage through their mobile with key C4 content, downloading Desperate Housewives or Hollyoaks videos, reading the latest news bulletins or saving Big Brother wallpapers to their handset. We are continually extending our reach of the portal, making it available on operator services (such as Vodafone Live! and O2 Active) as well as pub anno'ing its availability via shortcode (83188) on air. The Channel 4 portal has been nominated for a number of mobile awards and has received critical acclaim for its breadth of content and ease of use.

The mobile TV channel, currently available on Vodafone, Orange (and T Mobile in August), is regularly ranked in the top 5 of mobile TV channels viewed per week. We were the first broadcaster to create a dedicated made for mobile channel with continuity and specially commissioned programming (from existing shows) edited into 2-5 min chunks. This allows for users to catch up on Hollyoaks, preview an episode of Lost or enjoy a sketch from Bo' Selecta! on the move, on their mobile. The Mobile TV channel is continually evolving with new content in line with the main channel and extending availability on new operator TV services as they develop.

The future of C4 Mobile is based on extending reach of the mobile portal and Mobile TV channel as well as pushing the boundaries of creativity, innovation and content. We are continually finding new ways for the mobile generation to receive C4 on their portal devices.