Channel 4 Unscripted in the On-Demand Era
In a world where viewers are in control, how do unscripted shows cut through the noise? This session explores how Channel 4’s unscripted content is evolving to thrive in a streaming-first landscape – where attention is earned, not assumed.
This session will be led by Lucy McCarthy and Emma Gibson, from Channel 4’s Audience Insight team. They are passionate about translating complex audience data into clear, actionable strategies that drive the business forward in the ever-changing media landscape.
This session will close with 10 mins of Q&A.
Lucy McCarthy: Senior Insight Business Partner, Marketing, Corporate & Exec, Channel 4
Lucy McCarthy brings a decade of experience at Channel 4, where she shapes strategy through insight across Marketing and Corporate Relations functions. She specialises in translating complex audience data into clear, actionable insight that informs the organisation’s communications and brand direction. With a background spanning commissioning, product, and marketing, Lucy offers a rich perspective on audience behaviour. She is passionate about making insight accessible, inclusive, and impactful across the business.
Emma Gibson: Insight Business Partner, Marketing, Corporate & Exec, Channel 4
Emma Gibson works in the Channel 4 Audience Insight team, supporting the Marketing, Corporate and Executive teams. Having joined Channel 4 one year ago, her previous experience involved helping leading global sports organisations, such as Manchester United, understand their fan base and growth opportunities through research and insight. At Channel 4, Emma now leads the Marketing Campaign Insight function, sharing actionable research with the marketing team on audience and campaign strategy for upcoming shows.
About the event: Unscripted: Inside the Industry
Channel 4 have partnered with the National Film and Television School to deliver two weeks of free online sessions aimed at freelancers working in the UK. The schedule includes masterclasses, workshops and advice for those working in unscripted production. Delivered as webinars, they will offer practical knowledge, skills and support on topics as varied as casting, storytelling, editing and AI.
All sessions will be hosted on Zoom. Please note, these are live sessions and will not be recorded.
To see the full schedule of sessions, please visit Unscripted: Inside the Industry | NFTS
