Embarrassing Bodies Live from the Clinic was a groundbreaking interactive Channel 4 (UK) show playing out over a live interactive TV broadcast, website, short form video and a set of apps. The project formed part of Channel 4's Public Service Remit for innovation in form, and educative programming. The show attracted 2.5 million viewers per episode across 8 episodes. Its apps topped the UK iOS AppStore and generated 1.3m downloads, 10 million test results and directly saved the NHS more than £1m. The website registered 2m visits in 8 weeks (10m across the year) along with 52m page views. It was the first UK show to heavily integrate Skype into a prime time format, democratising the process of appearing on TV from home, alongside some of the UK’s top medical specialists. It introduced the notion of ‘play-along’ using a second screen to the factual space (with viewers taking tests and having results analysed live ion air) – and created demonstrable changes in behavior amongst its audience.

The apps were developed in close consultation with partners, including creating a level of security around user data well beyond current data protection requirements.

Editorial was carefully crafted to flow user behavior between the TV show, apps, website and short form video. For example, the TV show might feature a patient worried about testicular cancer. Online, users could read detailed guides in partnership with NHS Choices; using the app they could learn how to check their balls using text, image and video guides in the privacy of their own bathroom, and set a reminder to do the same each month.

Processes were put in place to allow viewers to be watching the live show at 8pm, apply online, been through a tech test, been reviewed for physical ailment and psychological suitability, and appear on the show before 9pm.

Partner NHS Direct subsequently tested Skype based consultations within their own service.

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