S4C has announced that Slam and Darlun production companies have been awarded a contract to deliver a package of digital content designed to reflect the heart, humour, and soul of Wales. Darlun, based in North Wales and Slam, based in the South, will collaborate to produce engaging content tailored for audiences aged 25-44.
S4C said the award of the digital content tender marks a significant step in realising one of the core objectives of its ‘More than a TV Channel’ strategy – to transform into a digital-first broadcaster – with the aim of expanding viewing with bold content which shows its world through the Welsh language across all platforms.
The project will deliver 675 minutes of original content over a two-year period, with at least 275 minutes published before 31 March 2026. All content will be created for YouTube, complemented by social media content to enhance audience engagement.
The content produced by Darlun and Slam will showcase authentic Welsh voices and culture, including tapping into the popularity of ‘Cabarela’, a Welsh cabaret group, and ‘Rhwydwaith Menywod Cymru’, a Facebook networking group for Welsh women. The content will be short-form videos designed to spark conversation with the aim of introducing new communities to S4C’s YouTube offering.
Guto Rhun, S4C’s young audience commissioner, said: “We’re proud to support Darlun and Slam Media. This project is a significant moment in shaping the future of Welsh digital media, ensuring our content remains relevant and inspiring for new generations. S4C has already delivered digital content through platforms like Hansh, Cyw and Cwis Bob Dydd. This project will now see us deliver fresh, energetic and inclusive content that will connect digitally with additional communities across Wales.”
Llion Iwan, S4C’s chief content officer, added: “This digital tender is a cornerstone of our strategy. By investing in bold, innovative ideas for platforms like YouTube, we are ensuring Welsh voices thrive in the spaces where people spend most of their time.”
Gwion Jones from Darlun said the tender will “enable us as a company to develop into one of the main suppliers of digital content in Wales. We have partnered with some of Wales’ most well-known brands and have created original and entertaining formats, in order to realise S4C’s desire to create a community of worldwide digital viewers.”
Ffion Humphries added on behalf of Slam: “Slam’s young team is excited to be part of S4C’s digital vision and have the opportunity to create fresh and original content for its loyal audience and new viewers.”
S4C is also developing a slate of work with Carlam production company with an emphasis on creating a relationship with existing content creators.
Pictured: Mared Thomas, Ffion Humphries and Lleucu Jenkins from Slam
