http://www.channel4.com/lifestyle/?hpos=Lifestyle

i looked at the 'lifestyle' section on the channel 4 website. This section is a niche section for audiences interested in 'lifestyle' programmes. This section of the site is further broken down into categories of health,homes,money,food,cars,family and dating. This is to make navigating around the site easier for visitors and to break down the site to cater to the specfic needs of different people. The website can be seen as an example of convergence and can ac as a replacement of television. This is due to the fact that viewers able to watch episodes of lifestyle programmes, such as 'grand designs' and 'relocation relocation' on their computer via the site. Moreover they can catch up on episodes of programmes that they have missed. This all adds to the increasing flexibility and convenience of the media. Nowadays the media is scheduled around the audience, who can choose when and where to consume it.
Furthermore the site offers visitors the chance to enter competitions to win an 'lcd television' or even a car. This shows the interactive aspect of the site as it offers the audience a chance to get involved with the media texts at hand. Also the 'lifestyle' section of the channel 4 website, alongside various other sections such as 'entertainment' and 'news' are all examples of narrowcasting and targetting audiences with specialist/ niche media.

The website benefits channel 4, as they can advertise their programmes via the internet, which saves them a lot of money. It also benefits various other companies who can use the site to advertise their products on. For example, 'the energy saving trust' have posted an advertisment on the openning page of the lifestyle section, as have 'o2'....the website gives them good exposure and is way for them to cheaply advertise their company.