Indigo Television

Indigo Television
Indigo Television

Driving engagement and running the online vote for the National Television Awards

Ten4 brought a great deal of experience which has helped our traffic soar for yet another successful project

Ken Johnston, Associate Producer

An enduring partnership

Indigo Television approached us over five years ago to redesign the website and online voting platform for the National Television Awards: the massive public vote for the UK’s most-loved TV stars and shows. We’re still working with Indigo, and every award-season sees a new iteration of the site, each with a more refined voting process, more engaging content and more ways to share.

Indigo Television

The work

The voting system is a custom process designed to draw users quickly and easily through a number of categories in two voting stages (a longlist and shortlist). Security measures such as IP monitoring, email verification, Captcha and independent verification ensure the validity of the vote and specialist hosting allows hundreds of thousands of users to vote simultaneously without issue.

We established a number of KPIs such as visitor/voter ratio, mailing list signups and competition entries, as well as voting totals, overall traffic and social referrals (which remain the biggest point of entry). Each year the site evolves to drive up these numbers: the design is updated, the voting process get ever-more refined, copy is rewritten, and we provide more ways to share.

We introduced a mobile-responsive site in 2012 ahead of the mobile traffic surge that surpassed 75% in 2014. A gallery, previous winners’ section, video highlights and ticketing information all heighten the experience.


  • Responsive web design & development

  • User experience and user interface

  • High availability hosting

  • Data management

  • Social strategy

  • Post-vote reporting and recommendations

Sharing the love

Twitter and Facebook send more traffic to the site than any other source thanks to major celebrities mobilising their fanbases, and our custom sharing features. In 2015 users could share a dynamically created montage of their selected nominees.

Indigo Television
Indigo Television


The vote now attracts around double the audience we started with in 2009

  • Average growth in visitors is now over 30% each year
  • The conversion rate grows each year as we turn more visitors in to voters, and more voters into mailing-list subscribers
  • Our sharing features (users can now share a dynamically created montage of their selected nominees) keep social referrals the biggest entry-point for voters
Indigo Television
Year on year growth is now at 30%

Want to know more?

Email or call 020 7613 0590 to see how we can engage your audience.