Butterfield to join Granada

Stewart Butterfield, the sales and marketing director of Channel 4, is defecting to ITV to become the managing director of Granada Television.

Stewart Butterfield, the sales and marketing director of Channel 4,

is defecting to ITV to become the managing director of Granada

Television.



Butterfield will take over from the present managing director, David

Liddiment, who is reportedly being lined up to take on the network

director role from Marcus Plantin later this year.



Butterfield will be replaced at Channel 4 by the sales director, Andy

Barnes.



Barnes now intends to beef up the commercial potential of the Channel 4

brand, by looking at issues such as off-screen exploitation of

high-profile programmes.



As Granada’s managing director, Butterfield’s responsibilities will span

Granada TV and LWT as well as Granada’s sales house, Laser Sales.



At Channel 4, Butterfield was responsible for steering the channel

through the launch of its own airtime sales operation in 1993, and he is

a former media director of McCann-Erickson.



He is understood to have been interested in taking the Channel 4 chief

executive post when Michael Grade announced his intention to step down

earlier this year.



Grade was replaced by Michael Jackson, the former director of television

at the BBC, whose arrival at Channel 4 has coincided with the departure

of both Butterfield and the director of programmes, John Willis.



Steve Morrison, the chief executive of Granada Media Group, said

Butterfield’s appointment at Granada Television would ’further

strengthen Granada and ITV in the UK broadcasting and airtime sales

markets’.



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