Stewart Butterfield, the sales and marketing director of Channel 4,
is defecting to ITV to become the managing director of Granada
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 now intends to beef up the commercial potential of the Channel 4
brand, by looking at issues such as off-screen exploitation of
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