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Launch partnership deal between Channel 4 and Shop Direct Group announced for new 4oD on Sky on Demand service

Channel 4 has agreed a six-month commercial launch partnership deal with Shop Direct Group for its 4oD service on Sky On Demand, giving exposure to brands such as Littlewoods and Very.co.uk

Partners: The six-month deal begins on Saturday

The six-month deal beginning on 6 April will see one Shop Direct brand feature in the first pre-roll and first ad break of all 4oD catch-up programmes accessed on Sky's On Demand TV catch up platform. Shop Direct brands include Littlewoods, isme and Very.co.uk.

Retail director at Shop Direct, Jon Owen, said: "At Shop Direct, we're always looking for new and innovative ways to support our brands and product ranges. Television and on demand programming are both key channels for our brands and this partnership with 4oD will enable us to combine the two to reach our customer in a unique and memorable way."

The multi-brand online retailer offers a range of products, including fashion, homewares and electricals, and reported annual sales of around £1.7bn. The group said 75 per cent of its sales were made online, while 19 per cent were completed on mobile devices.

"This original collaboration was created to allow Shop Direct to reach viewers who want to watch Channel 4 content on the Sky platform at any time of day, ensuring that its brands and product ranges remain relevant and front of mind," said Adrian English, head of media investment at media agency Carat, which created the deal on behalf of Shop Direct. "It provides yet another innovative and engaging element to Shop Direct's media plan."

Channel 4 launched its video-on-demand service on Sky platforms last month, offering viewers programmes from Channels 4, E4 and More 4. Archive shows such as Father Ted and Shameless are also available.

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