Watch Now: Black to Front
On May 26th, we presented a special webinar to the advertising industry outlining the plans for Black to Front and highlighting how advertisers can support the day.
Event Highlights:
01:59 - Host Welcome
- Richard Blackwood, Cast member - Hollyoaks
- Andrea Ali, Cast member - Hollyoaks
04:36 - What is Black to Front?
- Clare Peters, Deputy Head of Clients, Channel 4
- Shaminder Nahal,Commissioning Editor, Channel 4
- Viv Molokwu, Commissioning Editor, Channel 4
- Simi Murthy, Brand Lead, Channel 4
22:41 - Commercial Approach
- Verica Djurdjevic, Chief Revenue Officer, Channel 4
- Temi Ogunsanu, Operations Executive, Channel 4
- Chris Remie, Agency Sales Manager, Channel 4
32:25 - Black To Front Legacy
- Ayshah Tull, Channel 4 News Correspondent
- Maria St Louis, Diversity & Inclusion Manager, Channel 4
- Rupinder Downie, Brand Partnerships Leader, Channel 4
- Babita Bahal, Head of Creative Diversity, Channel 4
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About The Initiative
Black to Front is shaping up to be the most radical diversity intervention in the history of Channel 4!
To amplify the conversations around representation and diversity in the industry, on September 10th Channel 4 plans to disrupt its regular schedule for 24 hours, running programming that is entirely fronted by black talent. Black to Front is a wide-ranging on and off-screen project which aims to transform Black representation both in front of, and behind the camera, going forward. The day will be a celebration of Black British excellence, that creates lasting legacy.
From breakfast right through to late night, some of Channel 4's biggest mainstream shows will be reimagined for the day, alongside a new original scripted comedy led by Black talent, an ambitious unscripted prime-time series providing an authentic look at Black lives and a new one-off late-night live topical discussion show.
Presenter AJ Odudu will join Bafta-winning Mo Gilligan as co-host of The Big Breakfast and newsreader Phil Gayle will return to read the news as this iconic show comes live from its original East London location, the Lock Keepers’ Cottages. A staple of the channel’s morning schedule from 1992 to 2002, The Big Breakfast defied the rules when it came to breakfast telly. Retaining plenty of its original anarchic spirit, risqué sense of humour and distinctive energy, the Black to Front special will see the presenters flanked by a mix of famous guests to kick start the day with a bang.
On Channel 4’s longest running show, Countdown, eminent journalist and broadcaster Sir Trevor McDonald will host the iconic quiz show. Joining Sir Trevor in the Salford studio will be acclaimed poet and playwright Lemn Sissay OBE who will adjudicate the words from Dictionary Corner and maths prodigy Dr Anne-Marie Imafidon MBE who will bring her arithmetical expertise to the numbers round. Lemn will be joined in Dictionary Corner by special guest, award-winning journalist & beer sommelier, Marverine Cole.
To ensure that the project drives significant and sustainable change within the industry off-screen, Channel 4 has asked The Sir Lenny Henry Centre for Media Diversity to help us shape ambitious and meaningful off-screen commitments to leave a lasting legacy and to ensure we are addressing specific problems in the industry.
Ian Katz, Director of Programmes said: “Channel 4 was created to give voice to underrepresented parts of society and do things which other broadcasters would not, and the Black To Front project qualifies on both counts. It will be much more than a day of eye-catching programming, providing a focal point for our efforts to drive up on and off screen representation and leaving a lasting legacy on the channel and beyond.”
Get Involved
We're looking for allies to help us make the day a success
This initiative is bigger than just one day - we're trying to make long lasting change for Black representation across the TV Production, Marketing and Advertising industries - and to do that, we need your help!
If you already have an advertising relationship with Channel 4, your usual contacts are briefed with information about opportunities across airtime, Bvod and 4Studio - including creative break takeovers and innovative branded entertainment ideas.
If you're unsure of who to contact, or you have a general question - email us at 4Sales@Channel4.co.uk and we'll be happy to help.