Channel 4 is on a mission to be a digital-first public service broadcaster and its marketing team identified the E4 show format, ‘Married At First Sight’ (MAFS), as an opportunity to grow streaming audiences. The aim of communications was to build viewers over both the UK and Australian variants of the show and to bring down the average age of viewers. Using C4’s masterbrand (not E4 channel branding), advertising directed viewers to stream rather than watch on live TV. The results showed audience growth and a consistent increase in the share of viewing driven by marketing.