Channel 4 at Cannes: A new SME marketplace and the 'superpower' of friction
This episode was produced in partnership with Channel 4
Channel 4's chief commercial officer Rak Patel and head of sales strategy Sam Hicks join Jack Benjamin for a conversation in the south of France during the Cannes Lions International Festival of Creativity.
UK broadcasters stole the show this week, with Channel 4, ITV and Sky announcing a pioneering collaboration with Comcast Advertising to provide a self-serve TV ad marketplace aimed at making TV more accessible for small and medium-sized businesses.
The pair speak about why the collaboration is a gamechanger for the TV market, how Channel 4 is reaching Gen Z viewers across a variety of platforms and what sets the broadcaster apart from its competitors.
Highlights:
3:56: A new marketplace for SMEs to buy TV
7:33: Reaching Gen Z with trusted content
12:50: Investing in nations and regions
15:16: The uniqueness of Channel 4's inclusive mission and business model
18:17: Cutting through the digital noise
Related articles:
Channel 4, ITV and Sky roll out ad marketplace to attract new advertisers
Shared garden trumps walled garden: UK broadcasters join forces to tell TV story
Channel 4 moves into in-house production amid flat revenue growth
Channel 4 commercial chief: Advertisers chase ‘cheap reach’ at Gen Z’s peril
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Thanks to our production partners Trisonic for editing this episode.
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