C4's Education Commissioner Matt Locke, on escaping the 'Buckaroo Mentality'

[Caroline Cawley]

The ‘platform-agnostic’ C4 education head tells Broadcast's Robin Parker how his 360-degree vision is teaching and talking to teens in their own language and staying ahead of the learning curve.

Two years after C4 unshackled its education budget from little-watched morning TV slots to embrace a bright cross-platform future, Matt Locke is glad to see producers finally escape what he calls the “Buckaroo” mentality.

“I used to get a lot of straight linear pitches with little add-ons hooked on the back until the whole idea collapsed under its own weight,” he recalls. “We’re getting much more nuanced ideas today. I want pitches to show where our target audience is spending their time - whether on social networks, gaming or on mobiles. Why are you using that type of technology?”

Full article here

[Ewan McIntosh]

Worth noting that Scottish indies can meet Matt and other colleagues from x-platform and 4iP at the Glasgow briefing in October:

http://www.4ip.org.uk/blog/come_and_meet_channel_4s_digital_commiss...