The countdown is over. Now, the best of Channel 4 programming is available on the iPhone thanks to the update to the 4oD Catch Up app, launched today.

Nice Agency’s latest application, 4oD Catch Up, is now available for iPhone owners, as well as an iPad update, free from Apple’s App Store. iPhone owners can view Channel 4’s catch-up TV service, wherever there is a Wi-Fi connection.

The app comes from Nice Agency - specialists in the design and development of innovative cross-platform applications - who were also responsible for the chart-topping 4oD Catch Up app for iPad, earlier this year. 

The challenge in designing the app, said Nice Agency’s Joint Managing Director, Peter Dolukhanov, was to create an engaging user experience for the iPhone that remained consistent with the 4oD brand, the recently updated web experience and iPad app.

“Thanks to the iPhone’s ‘Retina’ display, the quality of the video image was never going to be a problem,” said Dolukhanov. “The screen size did, however, pose the challenge of how to transfer the look and feel of the iPad and desktop experience to the iPhone’s 3.5 inch display, while ensuring that the app is quick and easy to navigate.”

Nice Agency’s Joint Managing Director, Ryan Hall added, “The whole point of having 4oD in your pocket is to give users access to their favourite Channel 4 content, whenever and wherever, they are. It shouldn’t take more than a moment to engage with the 4oD Catch Up app, browse your desired content and start watching.

It was vital that we got the look, feel and navigation right so that the multi-screen experience of watching content either on iPhone, iPad or laptop felt as natural as watching it on a desktop or television screen; as such, we invested a lot of time in prototyping and testing the app to get this just right.”

The application also features a new search function that allows users to more easily navigate the vast amounts of content available on 4oD, enabling them to find the programmes they enjoy. The new search feature also makes its debut on the iPad app.

Dolukhanov added that he hoped, with the ubiquity of the iPhone, the new app would become an important means of garnering Video on Demand views for Channel 4.

“It’s not just about the number of downloads for the app, although it was gratifying to see our iPad app go to the top of the download charts,” said Dolukhanov. “It’s also about maximising people’s viewing, and generating more opportunities-to-see for advertisers.

Identifying the key brand message and identity, and getting the design and the user experience to align with this, is absolutely imperative if you’re going to maximise content views – in fact, it’s key to any successful app strategy, and of paramount importance when dealing with multi screen experiences.”