The agreement, which had been expected, is part of a multi-year deal that will also see the continuation of Formula 1 highlights and live coverage of the British Grand Prix on Channel 4. There will also be an expansion of the All 4 on demand service with more box sets being made available to Sky customers.
Channel 4 Sales also represents UKTV and BT Sport, adding further opportunities for advertisers. 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.
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.”
Sky and Channel 4 have agreed to work together leading to the involvement of the public broadcaster in Sky’s existing and future TV products.
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.”
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.