C4, Sky Expand Partnership

Channel 4 and Sky have renewed and expanded their long-term commercial partnership.

The alliance provides easy access to Channel 4 for Sky customers, with deeper integration of All 4 into all of Sky’s existing and future TV products. Sky customers will be able to watch more than 1,000 hours of All 4 Exclusives, in addition to catch-up and box-sets, some available pre-broadcast.

Further, using advertising technologies developed by Freewheel, Channel 4’s advertising inventory across linear and on-demand will become addressable, allowing the broadcaster to further improve its content monetization across Sky’s platforms.

Alex Mahon, chief executive at Channel 4, noted, “When we set out our Future4 strategy last year, we made clear that securing strategic distribution partnerships would be a vital part of ensuring we can maximize our reach and impact with viewers in a digital age, grow our revenues and compete more effectively for the future. I’m delighted to have agreed to this deal, which extends a longstanding and incredibly successful partnership between Channel 4 and Sky.”

Stephen van Rooyen, executive VP and chief executive for the U.K. and Europe at Sky, added, “We know how much Sky customers love Channel 4’s content, so it’s great that we’ve secured an extension, and expansion, to our existing agreement. This brings Sky customers more of what they want and supports Channel 4 to deliver on their key priorities, all while providing both parties with long-term confidence in the strategic partnership. The expansion of Channel 4’s content, alongside Sky’s existing partnerships, and the impressive slate of Sky Originals planned for this year, makes it even easier for Sky customers to access everything they love, in one place.”