Welsh-language public service broadcaster S4C and Welsh media consortium Media Cymru have announced the most ambitious research and development project in S4C’s history.
- Project to look at the future of S4C’s audiences as well as how the channel and its content are distributed.
- Aims to ensure Welsh-language content is easily discoverable in Wales and across the UK.
14 years after S4C became a digital-only Welsh language channel, the broadcaster remains concerned about its digital future, with ‘digital’ now used as the term to refer to the migration to online streaming.
S4C has teamed up with Media Cymru to explore the future of S4C’s audiences, its distribution and public service broadcast prominence in the digital age. The channel’s ultimate aim is to ensure its Welsh-language content is easily discoverable in Wales and across the UK.
The project aims significantly boost the channel’s existing research, provide expert advice and investment in internal talent to help develop a robust, future-proof digital strategy. It will be led by Laura Franses, S4C’s Director of Commercial Activities, in collaboration with Sarah Tierney of Tierney Consulting and Lydia Fairfax of Triple Crown Consulting.
S4C and Media Cymru’s project will also look at how new partnerships might also increase S4C’s audience.
▶ The fourth channel for Wales: S4C’s timeline
S4C launches
The fourth channel for Wales launches a day before Channel 4 in the rest of the UK. For most of the next three decades, the channel would showcase Welsh language content alongside Channel 4’s English language programmes.
S4C Digidol arrives
The beginning of digital television prompted S4C to launch a full-time Welsh language service. Viewers migrating to digital TV could now choose between an all-Welsh S4C or a standalone Channel 4. The status quo remained on analogue TV until digital switchover. For a time, S4C also operated S4C~2, a separate digital-only service with coverage from the Welsh Assembly.
S4C Digidol boosts Freeview coverage
Ahead of the completion of digital switchover in Wales, S4C moves multiplexes so that it can be received by all households, even those on smaller relays, post switchover.
S4C is digital-only
Digital switchover at Wenvoe brings about the end of the S4C analogue service and the English language programmes from Channel 4. Going forward the former S4C Digidol channel becomes the main S4C service and all homes have access to the fully Welsh-language schedule for the first time.
S4C launches Clirlun, its first HD channel
As transmitters across Wales are upgraded following digital switchover between April and July 2010, S4C begins a foray into HD TV with Clirlun, exclusively available on Freeview. The name was an attempt to coin a Welsh-language term for ‘HD’.
Clirlun closes
Cost-cutting at S4C forces the closure of Clirlun, with Channel 4 HD taking over the Freeview HD slot in Wales the very next day.
S4C joins the BBC iPlayer
S4C content now available across the UK via the iPlayer in what was initially an 18 month trial.
S4C launches on-demand service via its website
Viewers can watch S4C online without going via the iPlayer.
In July 2018, the service was branded S4C Clic.
In recent years, the S4C Clic app has gone live across a number of platforms, including Freeview Play across the UK.
S4C HD launches on Sky and Freesat
S4C returns to HD broadcasting, this time on Sky and Freesat only, and this time avoiding the Clirlun brand. The HD channel later arrived on Virgin Media.
S4C HD becomes available on Freeview HD
Having lost its original Freeview HD slot to Channel 4 HD in 2012, S4C HD is available as a part-time service on Freeview HD in Wales, taking up capacity used elsewhere by BBC Three HD.
S4C reports on-demand viewing at its highest level ever
On-demand viewing figures increase by almost a third in a year, according to S4C’s annual report for 2023-24, in a year that saw its online service S4C Clic arrive on new digital TV platforms. But its traditional linear annual reach also increases by 5%.
Corporate comment
Announcing the project, S4C’s interim Chief Executive Sioned Wiliam, said:
“This project comes at a pivotal moment in our history, in conjunction with the the Media Act 2024. It offers us an unprecedented opportunity in public service broadcasting to make S4C content discoverable to a wider audience and on multiple platforms.”
Media Cymru Co-Director, Professor Justin Lewis, added:
“Our collaboration with S4C marks a watershed moment for the channel, which is committed to exploring a full range of digital pathways to safeguard its future and ensure that its output is discoverable for a range of new audiences across the UK and beyond. Transforming S4C’s Digital Future will provide expert analysis and insights to outline a new future-facing digital strategy and help ensure that media innovation here in Wales is fuelled by fair and green economic growth.”
By: Marc Thornham | Image: S4C
