Channel 4 Sales Takes on Ad Sales for Great Network

Channel 4 Sales has been appointed as an advertising sales partner in the U.K. and Ireland for the Great Network, owned by Narrative Entertainment.

The multiyear partnership, which will begin in January 2026, brings the Great channels—Great TV, Great Mystery, Great Action and Great Romance—into Channel 4 Sales’ portfolio. Channel 4 Sales replaces Sky Media.

Channel 4 Sales will take on responsibility for inventory across the four Great linear channels and handle selling sponsorship across them. The company will partner with Medialink for advertising in the Republic of Ireland.

“This partnership with the Great Network underlines the unique appeal of Channel 4 Sales to advertisers, and, as a sales partner for other broadcasters,” said Rak Patel, chief commercial officer at Channel 4. “Stable, British-owned and brand-safe, we have a track record of award-winning innovation allied to a progressive advertizer strategy marrying sales and service.”

Paul Dunthorne, managing director of Narrative Entertainment, added, “Channel 4 have long been the creative leaders in both programming and ad sales, delivering new and compelling TV matched with innovation in the commercial arena. Since the inception of the Great channels, we have consistently beaten the market and grown our commercial impacts—and we’ve accelerated that growth with our September relaunch. Working with Channel 4 allows us to capitalize on that growth and deliver an even better service to our viewers and ad partners.”

Fiona McCann, sales director at Medialink, commented, “We are delighted to be part of this exciting new commercial partnership with Channel 4 and Narrative, representing the Great network in the Irish TV marketplace. This adds valuable scale to our channel portfolio for 2026, bringing new opportunities for our agency partners and their clients.”