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“WTF is Dovetail?” for Channel 4

Who wants to hear about the biggest change to the UK’s TV ratings system since 1981? Anybody?

“The humour turned Dovetail from a snorefest to something I use all the time.”

Important but tedious. How do you get people to care?

‘Project Dovetail’ was a major shift in the way UK broadcasters obtain and analyse viewing figures. But it was also dry and boring. Channel 4 needed to help colleagues and external media clients understand what it meant and why they should care.

The result was WTF is Dovetail? – a series of short training chunks delivered through a bespoke, trackable xAPI portal and reinforced by a communications campaign. The content blends video, animation, e-learning, colleague contributions and a catchy micro-song.

This project is a perfect example of how any organisation can deliver greater impact by doing more than just ticking the ‘training’ box.

“Acteon took the time to fully understand the subject and conveyed the key messages in a fun yet informative way. The result is engaging and high quality, and the videos have proved a valuable resource in helping the industry understand cross-platform viewing.” - Zoe Bowen-Jones, Research Manager, Channel 4 

“There can rarely have been as complex a piece of media research work as Project Dovetail. The judges loved Channel 4’s approach to helping staff and clients understand it. The videos and materials exploited brilliantly the rich archive of content that Channel 4 has available. 'WTF is Dovetail?' is irreverent, engaging and – importantly – not afraid of the odd swear word or ten!” - Richard Marks, Chair of the Mediatel judging panel



“We now feel confident in achieving our quest of getting 100% of Channel 4 staff to understand the wonders of TV measurement without getting overwhelmed by detail.”

- Sarah Rose, Director of Consumer & Strategy, Channel 4

'WTF is Dovetail?' went on to win at the Mediatel Media Research Awards.

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