Sky, C4 expand partnership; AdSmart deal

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Sky and Channel 4 have announced a strategic partnership spanning content, technology and innovation. The multi-year deal builds on the partnership announced by the two broadcasters last year and will further benefit both consumers and the broader industry.

For the first time, Channel 4 will 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 allows brands to show different ads to different households watching the same programme, enabling advertisers to target campaigns based on thousands of combinations of demographic, location, interest and lifestyle attributes.

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, Sky and NOW TV customers will be able to watch even more up-front box set stacks from Channel 4, meaning they will be able to binge all episodes of selected Channel 4 series before they are broadcast.

Channel 4 and Sky have agreed a multi-year carriage deal renewal which includes broadening All 4 to offer Sky customers ‘All 4 Exclusive’ programming, as part of an offer which will have more box sets than ever before and extending access to Walter Presents series.

Looking ahead, as Sky and Channel 4 continue to innovate together for UK audiences, Channel 4’s brands and content will feature in all of Sky’s existing and future TV products.

This strategic partnership builds on increasing collaboration between Sky and Channel 4 which, most recently, saw the two broadcasters share rights to the final of the Cricket World Cup, enabling the entire nation to celebrate a once-in-a-generation moment of England winning the World Cup on home soil.

Alex Mahon, Chief Executive, Channel 4 said: “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. 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.”

Stephen van Rooyen, CEO UK and Ireland, Sky said: “We’ve long thought that collaboration benefits both consumers and the industry – today’s news does exactly that. 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.”


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