UKTV is extending its agreement with Channel 4 sales arm 4 Sales to acts as the exclusive advertising representative for the UKTV portfolio.
According to the broadcaster, 4 Sales will continue to represent the UKTV portfolio “well into the next decade”. The new contract also allows 4 Sales to work with advertisers to create new ad formats.
UKTV’s CEO, Darren Childs, said: “4 Sales has represented UKTV’s inventory in the advertising market since 2010, during which time UKTV has grown its share of commercial impacts to an all-time high of almost 10%. Channel 4 shares our ambition to be innovative and creative when allocating airtime to brands, and as UKTV continues to grow its share in the market, 4 Sales remains the perfect partner to represent UKTV’s inventory across all different viewing platforms.”
The UKTV portfolio includes Dave, pay-TV channel W and on demand portal UKTV Play.
Channel 4’s Sales Director, Jonathan Allan, said: “After growing UKTV’s revenues successfully since the start of our relationship, we’re delighted to have significantly extended our valuable partnership and will continue to be a key part of their success for many more years to come. The quality of their output, strengthened by their original programming investment and VOD growth, perfectly aligns with the rest of our portfolio.”
In 2016 Channel 4 won Campaign Media Award’s TV Sales Team of the Year for the third consecutive year, following winning Campaign’s Medium of the Year and Media Week’s TV Sales Team of the Year in 2015.