NEWS: C4 hires Classic FM talent as in-house sponsorship chief,

Channel 4 has raided the radio industry to appoint its first in-house sponsorship manager in an attempt to boost sponsorship revenue.

Channel 4 has raided the radio industry to appoint its first in-house

sponsorship manager in an attempt to boost sponsorship revenue.



The channel has poached the Classic FM client services manager, David

Charlesworth, to oversee all of its sponsorship operations.



It is the first time that Channel 4 has handled its own sponsorship

arrangements, having previously used the specialist, Scott Lynds.



However, the departure of Simon Lynds from Scott Lynds earlier this year

prompted Channel 4 to rethink its sponsorship requirements.



Insiders also suggest that the Channel 4 sales team believes that it has

failed to achieve its potential sponsorship revenue. The hiring of an

in-house manager is the first step in a new drive to increase the money

it receives from this source.



Charlesworth explained that his brief will be to develop a co-ordinated

sponsorship programme. ‘Sponsorship is such a growth area for

television, but Channel 4, like many television stations, has not been

aggressively selling it. Now we’re addressing that,’ he commented.



Charlesworth will report to Channel 4’s London sales manager, Russell

Hawes. Hawes would not be drawn on the channel’s current levels of

sponsorship, but admitted: ‘We are definitely looking to take more cash.

But it’s important that we handle our sponsorships sensitively and

choose partners that suit our individual programmes.’



This year, the main prospect of sponsorship deals centres on a package

of ten films, including the Madness of King George and the Bafta award-

winner, Shallow Grave.