Channel 4 promotes from within for new role to help steer its revamped on-demand service All 4
Channel 4 has elevated its viewer relationship management chief Charlie Palmer to the newly created role of managing editor of All 4, the revamped iteration of its on-demand service.
He will take up this post on 1st January 2016 and is tasked with developing an editorial strategy for the digital platform that will allow people to curate what and how they watch the broadcaster’s content. This approach to online viewing is how Channel 4 sold in the launch of all All 4 to viewers earlier this year, trumpeting it as the home of an ever-increasing portfolio of original programs, catch-up tv, box sets, and live linear content.
Palmer will report directly to Richard Davidson-Houston, head of All 4 and digital content. His responsibilities include overseeing All 4’s original content budget, as well as online video commissioning editors, programme support and the online channel management team.
All 4 has been at the forefront of adapting to a fully addressable on-demand world. Last month they announced a new ad-targeting service across devices and platforms to integrate cross-platform promotion. Speaking at Channel 4’s Upfront event in London last month, Jonathan Lewis, head of digital and partnership innovation, said: "As TV viewing behaviour changes it’s vital that we adapt to keep pace with our viewers".
The Viewer Relationship Management unit, which Palmer previously headed, will merge with his new team, directed by Gill Whitehead, director of audience technologies and insight. This is part of All 4’s broader personalisation strategy.
Palmer will also work in partnership with the wider commissioning team, scheduling, marketing and 4Sales teams.
On Palmer’s new appointment, his senior Richard Davidson-Houston said: “Charlie brings extensive, high-profile creative experience, an instinct for brand building and a passionately-held vision for where we need to take All 4 editorially. This is an exciting moment.”
This appointment completes the senior team of All 4, headed up by Davidson-Houston and overseen by chief creative Officer Jay Hunt. Palmer joins Sarah Milton, All 4’s head of product, who is responsible for driving the All 4 product offer and ensuring its usability, design, functionality and commercial capability.