Channel 4 Taps Spotify Exec as Chief Commercial Officer

Channel 4 has appointed Rak Patel as its chief commercial officer, a newly created role.

Patel, currently head of sales for EMEA at Spotify, will join Channel 4 in January 2025. Patel will assume leadership of Channel 4 Sales, the commercial arm of Channel 4, with responsibility for driving the organisation’s advertising revenue. A key focus of the role is to accelerate the commercial elements of Channel 4’s Fast Forward strategy, maximizing revenues as it transitions from linear to digital while pursuing new partnerships and expanding into new areas of digital growth.

The role will be reporting to CEO Alex Mahon.

Mahon said, “Rak joins at a time of incredible commercial opportunity for Channel 4. Our streaming audience is growing ahead of the market while our overall audience across linear and streaming expands. I know he will bring a world-class focus on driving forward our Fast Forward strategy while evolving vital relationships with clients and agencies, alongside innovations to harness digital opportunities.”

Patel said, “Channel 4 has pioneered an approach which empowers and embraces the culture around us. With a truly progressive Fast Forward strategy, embracing an agile and genuinely digital-first public service streaming approach by 2030, the commercial opportunities for brands to share their stories are boundless. I couldn’t be more excited to join the incredible Channel 4 team to help accelerate the commercial enterprise and support our advertisers, agencies and partners on the exciting journey ahead. I’d like to thank Spotify for the last seven years and wish them continued success. It has always been an honor to be part of the band.”