Home Main Menu

"WTF is Dovetail?" for Channel 4

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

That change was ‘Project Dovetail’ – a dull but hugely significant shift in the way broadcasters obtain viewing figures. Channel 4 needed to help colleagues and external media clients understand what it meant and why they should care.

We created 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.

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

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. WTF is Dovetail? is irreverent, engaging and – importantly – not afraid of the odd swear word or ten.

Richard Marks
Chair of the Mediatel Judges

Acteon took the time to understand the subject and communicate 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
Channel 4

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
Channel 4