The pilot service, developed by digital marketing company iCrossing in collaboration with C4 Education, is intended to help the broadcaster understand the programming's influence among the target audience.
It will analyse how users search for and find C4 educational content and how they then use and discuss it on blogs and social networks. iCrossing has created a scorecard featuring around 40 criteria for the web audience's use of the C4 content, divided into four categories: involvement, interaction, intimacy and influence.
Bow Street Runners, the online spin-off game of C4 drama City of Vice, is the first project to be subjected to the analysis.
C4 has shifted the bulk of its£6m education commissioning budget to the web and is developing several projects that involve social networks, including So Television's Get A Life and Twenty Twenty's The Insiders.
“Because we're only hosting one of these projects on channel4.com and are using a range of other websites, it's important that we can measure the impact rather than just usage,” said C4 commissioning editor Matt Locke.
“We need to know the tactics we can use to get bloggers writing about our projects or the impact of partnerships with social networks.”
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