E4, Channel 4's digital youth and entertainment channel, launched the cross-platform scheme in February as a means of allowing viewers to contribute to its overall on-air look and build a closer relationship with its audience.
Viewers are invited to use their computer mouse and on-screen software design tools to draw a picture and then submit the work via the Channel 4 website. The initiative is known as E-Sketch.
The best 50 sketches that are chosen are then transmitted at the beginning and end of each ad break on E4 and the viewers are notified by e-mail.
The E-Sketch concept was devised by Daniel Eatock and Sam Solhaug from Boymeetsgirl/S&J and was commissioned by Rufus Radcliffe, the head of marketing for E4.
Eatock and Solhaug said: "This is a unique and creative way that all viewers can literally contribute to the channel's content. E-Sketch is a message board for viewers to creatively communicate to a large audience."
Neil Gorringe, E4's head of on-air promotion, added: "E-Sketch has been more successful than we could have dreamed of - viewers have really taken to the idea and we have been deluged with all kinds of brilliant and imaginative images. Obviously, we've had quite a lot of crudely scrawled penises submitted as well, but such is life."
The E-Sketch scheme is set to continue until the beginning of next year.
This article was first published on Campaign