Sky and Channel 4 broaden content, advertising partnership | Major Businesses | Business
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Building on the relationship forged by the two broadcasters in 2018, and aiming to benefit both consumers and the broader industry, Sky and Channel 4 have announced a new, broader, strategic partnership spanning content, technology and innovation.

Sky channel4 ads 18Sep2019The multi-year deal will see for the first time for the first time, Channel 4 use Sky’s AdSmart technology to deliver fully-targeted, addressable ads across its portfolio of linear channels — including UKTV and BT Sport — to both Sky and Virgin Media households. AdSmart will allow brands to show different ads to different households watching the same programme, enabling advertisers to target campaigns based on combinations of demographic, location, interest and lifestyle attributes.

Channel 4 and Sky have also agreed a multi-year carriage deal renewal which includes broadening the All 4 on-demand service to offer Sky customers exclusive programming, as part of an offer which will is said to have more box sets than ever before and extending access to Walter Presents series.

Following a successful 2019 season, highlights of Formula 1 and live coverage of the British Grand Prix will continue to be broadcast on Channel 4 as part of a wider, multi-year content deal. Additionally, customers of Sky’s core and NOW TV OTT platforms will be able to enjoy even more box set stacks from Channel 4, able to access selected Channel 4 series before they are broadcast.

“This landmark new partnership with Sky is a fantastic example of how broadcasters can work together to extend the reach of our content and innovate for the benefit of both viewers and advertisers,” said Channel 4 chief executive Alex Mahon. “I’m particularly thrilled that we are extending our collaboration with Sky on Formula 1, which secures highlights of all races and live coverage of the British Grand Prix on free-to-air television.”

“We’ve long thought that collaboration benefits both consumers and the industry - today’s news does exactly that,” added Sky CEO UK and Ireland Stephen van Rooyen. “Together, Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences. We look forward to working even more closely with Channel 4 and, we hope, other British broadcasters to bring more innovation and content to consumers over the coming years.”