Channel 4 and TikTok have partnered to create a dedicated Paralympics hub, featuring content created by the broadcaster’s Leeds-based 4Studio team.
The hub will include Q&As with athletes, behind-the-scenes features, reactions to ongoing events, highlights and more, created especially for the TikTok community.
Content on the TikTok hub will be in addition to Channel 4’s around-the-clock coverage planned for linear TV along with more than 1,000 hours of live streams – as the broadcaster plans to put on more coverage of the Paralympics than ever before,
Alex Mahon, CEO of Channel 4, said: “We want to make the Tokyo 2020 Paralympics the most accessible Games ever and this innovative partnership with TikTok will bring more creative and bespoke content to the widest audience possible, wherever they are.
“We’ve seen huge engagement with our C4 and E4 accounts on TikTok with over 23 million views since launch in March this year. We hope the hub will not only attract new audiences to the Games but also further improve visibility and understanding of disability, and inspire the next generation of Paralympians.”
Rich Waterworth, General Manager for TikTok UK and Europe, added: “Throughout this momentous summer of sport, TikTok has been the home of sporting fandom. From the EUROs to the Tokyo 2020 Olympics, athletes and fans alike have come together on TikTok to celebrate everything we love about these iconic moments.
“We’re delighted to be working even more closely with Channel 4 to support them to make the Paralympics even more discoverable and accessible to the widest possible UK audience. With Paralympics content already doing well on our platform, we’re confident the Hub will be a huge success and give fans new and creative ways to enjoy the thrill of the tournament.”
