Channel 4 expands commercial unit to bring in advertisers

Channel 4 has instigated a new drive to expand its revenue beyond spot advertising and has beefed up its commercial development department in advance of launching a roadshow to showcase the new opportunities to advertisers and agencies.

Channel 4 has instigated a new drive to expand its revenue beyond

spot advertising and has beefed up its commercial development department

in advance of launching a roadshow to showcase the new opportunities to

advertisers and agencies.



The department, under Channel 4’s head of commercial development, Sue

Oriel, is now being expanded to embrace the Channel 4 International

division under the new managing director, Bernard Macleod, and Channel 4

books, video, music and merchandising.



It will also work more closely with the Channel 4 sponsorship team under

David Charlesworth.



At the same time, Mark Lesbriel has been promoted to the role of

commercial development controller and will deputise for Oriel, while

Laura Traill moves up to commercial development manager.



Oriel said the expansion was designed to build closer relationships with

advertisers and programme producers, and to bring the Channel 4 products

to a wider audience.



’Channel 4’s brand and positioning are among the strongest in television

and we have a broad range of programme properties with real marketable

value. We shall be working much more closely and creatively with our

advertising clients to develop innovative and exciting new ways to

maximise this value,’ Oriel explained.



Oriel added that her team would work in close consultation with Channel

4’s director of strategy and development, David Brook, to ensure that

the range of activities undertaken supports the channel’s strong

positioning in the market, while building an integrated approach to its

commercial activities.



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