Channel 4's on-demand service 4oD experienced viewing growth of +36% during the first quarter of 2011. 4oD generated in excess of 124 million long form content views, making it the most popular commercial long form on-demand service in the country.

Popular shows such as Shameless, Skins and Big Fat Gypsy Weddings, which combined achieved 22 million views, were key to the year-on-year growth.

Channel 4's strategy to syndicate its content to third parties also proved a shrewd move, with a growing number of users viewing content on different devices and platforms.

During the first quarter of this year, 4oD was more than double the size of its closest commercial competitor, cementing its status as a pioneer in an expanding, yet nascent market.

4oD Commercial Controller Ed Couchman confirmed Channel 4 intends to build on this success: "We've had a really healthy year so far and we've got lots of exciting things coming up to help advertisers reap excellent rewards".

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