Broadcaster Film4 has overhauled its website to set it apart from review sites, with the emphasis on unique content that will make the portal stand out in what it calls "a crowded marketplace".

The new content-driven website is aimed at showcasing the successes of Film4's production arm, from cinema smash Slumdog Millionaire to new release The Lovely Bones. It also highlights the Film4 TV channel and will stream exclusive short films from up-and-coming directors.

Explaining the broadcaster's intention to exploit its unique position of having both a TV channel and a production unit, Film4.com editor Hillary Perkins affirmed: "This makes us stand out in a crowded marketplace. We have unique content that we can make use of."

"On the old site there was a lot of content but it was difficult to understand what we were about," she added to New Media Age, noting that the Film4 production arm's access to casts and crews on movie sets can offer "a real insight" into the industry.

One online marketing channel the broadcaster has chosen to promote the new site is that of social networks.

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