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UKTV Media

UKTV and Channel 4 extend sales partnership

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By John Glenday, Reporter

January 18, 2017 | 2 min read

UKTV and Channel 4 have extended an existing agreement for 4 Sales to serve as the sole advertising partner for UKTV’s portfolio of channels until "well into" the next decade.

The cemented partnership will see Channel 4 support development of UKTV’s digital business with sales representatives from both broadcasters collaborating on the creation of bespoke formats for advertisers.

UKTV’s chief executive, Darren Childs, commented: “4 Sales has represented UKTV’s inventory in the advertising market since 2010, during which time UKTV has grown its share of commercial impacts to an all-time high of almost 10%. Channel 4 shares our ambition to be innovative and creative when allocating airtime to brands, and as UKTV continues to grow its share in the market, 4 Sales remains the perfect partner to represent UKTV’s inventory across all different viewing platforms.”

Channel 4’s sales director, Jonathan Allan, added: “After growing UKTV’s revenues successfully since the start of our relationship, we’re delighted to have significantly extended our valuable partnership and will continue to be a key part of their success for many more years to come. The quality of their output, strengthened by their original programming investment and VOD growth, perfectly aligns with the rest of our portfolio.”

UKTV’s portfolio includes Dave, Drama, Gold and channel w; as well as on-demand service UKTV Play, the latter of which is the broadcasters fastest growing brand with a 74% increase in direct-to-consumer views and a 98% increase in app downloads year-on-year.

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