Join the Movement: Channel4’s Counter-Cultural Commissioning

The Scottish chapter of 4iP got its official launch yesterday evening in Glasgow.

Presentations were delivered by Stuart Cosgrove, Tom Loosemore and Ewan McIntosh, respectively 4’s Head of Nations and Regions, Head of 4iP and 4iP’s Digital Commissioner (Northern Ireland and Scotland).

There was nothing about the practicals of the fund that couldn’t have picked up from visiting the 4iP website, but it would have been good if you wanted to get a handle on the ‘personality’ of 4iP. And it’s this personality, this approach to conducting 4iP, that is all important.

When Tom and Ewan spoke they repeatedly returned to the idea that 4iP was about ‘stirring things up’ and ‘making trouble’. The language and the tone was counter-cultural; under their stewardship, 4iP is setting out to challenge conventional business models, form innovative partnerships and disrupt the norms of commissioning.

It won’t be easy. But I like it.
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