Channel 4 to air ads on third-party VoD content

Channel 4 plans to carry ads around content that it distributes on third-party websites such as Bebo and YouTube. The move comes as the broadcaster rebrands its digital sales operation.

Channel 4 currently displays short clips of certain TV shows on YouTube and Bebo to drive consumers to Channel4.com. It now intends to commercialise this presence by distributing more content and carrying advertising around it. The broadcaster will carry pre-roll ads around this content.

The move is part of Channel 4's strategy to strengthen its video- on-demand offering and broaden the availability of content via third-party sites MySpace and Yahoo, in the near future.

Separately, Channel 4 has rebranded its New Media division as Future Media & Technology, to emphasise the growing importance of digital across its business.

A Channel 4 spokesman said: "The name change really reflects the evolution of its role as Channel 4 moves from being a pure broadcaster to a multi-platform, on-demand business."

The total number of people in the department is about 110.

Jon Gisby, director of Future Media & Technology, and a Channel 4 board member, heads up the department and seven people report into him: Richard Davidson-Houston, head of online product, Lloyd Shepherd, head of future media solutions, Louise Brown, head of cross platform commissioning, Tom Loosemore, head of 4iP, Sarah Rose, head of VOD, Bob Harris, chief technology officer and Kevin Gallagher, chief information officer.
Brown and Shepherd's roles are both new.

Source: BradRepublic