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UKTV and Channel 4 have extended their agreement for 4 Sales to remain the exclusive advertising representative for the UKTV portfolio.
4 Sales will continue to act as the sales agent for all UKTV inventory, including UKTV Play, until well into the next decade, securing Channel 4’s position as the UK’s second largest sales house.
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.”
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.”