MEDIA CHOICE: Matthew Cowen picks the Channel 4 boundary placards which are used during coverage of the cricket

’Channel 4 can genuinely claim to have added a lot to our enjoyment of cricket. It’s not just the snickometer and other gizmos designed to improve our understanding of what occurs on the pitch, it’s the Caribbean Summer reggae concerts, the groovy Jamaican Union Jack logo and other spinoffs that make the sport both more commercial and more accessible.

’Channel 4 can genuinely claim to have added a lot to our enjoyment

of cricket. It’s not just the snickometer and other gizmos designed to

improve our understanding of what occurs on the pitch, it’s the

Caribbean Summer reggae concerts, the groovy Jamaican Union Jack logo

and other spinoffs that make the sport both more commercial and more

accessible.



’The Channel 4 boundary placards are a great example of this. Not only

is it an imaginative piece of brand placement that the camera

automatically pans to at the most exciting points in the game, but the

image of happy people waving cardboard backs up Channel 4’s message that

cricket is fun. I’m only surprised they didn’t think about changing

their name to Channel 6.’





Client Channel 4 Medium Boundary placards at cricket matches Media

planning Michaelides & Bednash Creative Swordfish Promotions Brief

Highlight the association of Channel 4 with test match cricket and

emphasise the fact that it is modernising coverage of the game.



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