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.
