Glossary A–ZLetter C
Content approval (four-eyes principle)
Under the four-eyes principle, content only goes on screen after a second person has seen and approved it.
Until then the management system holds the content back, even if it is already in a playlist.
Approval catches typos, wrong prices, expired offers or unsuitable images before they are publicly visible. A typical split: one person in the branch or department creates the content, and a second person at head office or in marketing checks and approves it. For third-party advertising, the operator also uses this step to check whether a creative suits the setting.
To keep approval from slowing things down, it needs clear responsibilities, a deputy and an agreed response time. Not every item needs the same check: where recurring content is created from templates, approval can be limited to new designs. Operators should also decide what happens to content that has not been approved by its start date.