Hytner, the latest in a series of senior defections from Sky, is set to
join Channel 5 next April as part of the fledgling TV channel’s
four-strong management team.
He will work closely with Channel 5’s sales director, Nick Milligan, the
programme director, Dawn Airey, and its chief executive, David Elstein,
and will take a seat on the Channel 5 board.
As director of marketing and communications, Hytner will be responsible
for shaping the channel’s marketing in its important post-launch phase
and his remit will embrace the channel’s branding strategy, helping to
increase its share of viewing and driving penetration of the channel in
Hytner, who joined Sky four years ago, said his new role would broaden
his experience. ’I’m also very excited at the prospect of working with
the team down there,’ he added. ’They’re really enthusiastic and
focused; there’s a real team spirit.’
Hytner will inherit Channel 5’s Team 5 group of suppliers - including
Mother, TMD Carat and Michaelides & Bednash - and is unlikely to change
the line-up in the medium term.
’David Brook and his team have done a great job to establish Channel 5
as a renowned brand,’ Hytner said.
He joins Channel 5 as audiences for the channel continue to creep
The channel now takes almost 6 per cent of all adult viewing (BARB),
compared with 4.7 per cent shortly after it launched in March. Over the
same period, ITV’s share of all adults has fallen from 64 per cent to
just under 60 per cent.
News of Hytner’s appointment comes a week after Sky tried to poach Dawn
Airey for a senior programming role.
At least three more key Sky executives are understood to be considering
their positions as the company undergoes a senior management reshuffle
with Mark Booth and Elisabeth Murdoch taking over from the former chief
executive, Sam Chisholm, and his deputy, David Chance.
Sky is now expected to replace Hytner in the marketing role with an
external appointment early in the new year.