NEW DEALS, NEW FORMATS, AND A BIGGER SALES HOUSE AT CHANNEL 4

Channel 4 is about to become the UK's biggest TV sales house, and its Chief Commercial Officer says the friction of broadcast TV is a superpower. Rak Patel joins the Media Odyssey Podcast to explain why Channel 4 is partnering with Paramount and Disney+, pushing YouTube to relax its terms, and insisting that YouTube is not TV.

In this episode of the Media Odyssey Podcast, Evan Shapiro and Marion Ranchet talk with Rak Patel, Chief Commercial Officer of Channel 4 and a veteran of Spotify, Microsoft, and the Financial Times. They cover the landmark Channel 4 and Paramount ad-sales deal, the Disney+ partnership, Channel 4's YouTube strategy and 4Studio, vertical video experiments like Guest List, and the ITV and Sky merger. They also discuss the future of public service media, UK TV advertising, and how European broadcasters can compete with big tech.

Key Takeaways:

1. Digital Meets Broadcast
Rak Patel is a first-time TV executive after nearly three decades in media, including seven years at Spotify. He explains what he brought from tech into Channel 4's ad business and why his first big lesson was "don't throw the baby out with the bathwater."

2. The Paramount Deal Creates the UK's Biggest TV Sales House
Channel 4 will represent the inventory of Channel 5 and Paramount's linear channels, reaching 38 million UK individuals, or 68% of adults monthly. Rak explains why the deal is not a reactive move, and what's not included.

3. Channel 4's YouTube Strategy and Its Asks
Four years into its YouTube partnership, Channel 4 has built 4Studio into a creator destination and is selling YouTube inventory as TV to tap new social budgets. Rak outlines three things he wants from the platform, including a change to its commercial terms.

4. Is YouTube TV?
Evan Shapiro and Rak disagree, and Rak shares the UK data behind his answer. He also makes the case that the "friction" of broadcast is what builds audience trust.

5. Disney+, the BBC, and a Warning for Advertising
Channel 4's linear channel and content are headed to Disney+ in the new year, and Rak addresses speculation about a BBC deal. He closes with a sobering stat on where UK ad revenue has gone over the last five years.
 
Thank you to Rak Patel for joining the pod!
Rak Patel - https://www.linkedin.com/in/rak-patel-513b642/
Channel 4 - https://www.linkedin.com/company/channel-4/home/

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Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast