About this episode

The episode discusses Channel 4's commercial strategy and platform mindset with its sales leadership team.

This episode was produced in partnership with Channel 4. At Cannes this year, The Media Leader sat down with several members of Channel 4's commercial leadership team to discuss how the TV company is looking to drive new commercial growth now that Universal Ads is live in the UK and Channel 4 is integrated with a new slew of demand-side platforms. On an previous episode of the podcast, host Jack Benjamin spoke with commercial chief Rak Patel about the latest news, and in this episode, he sits down with members of his sales team to discuss their commercial strategy in greater depth. David Amodio is head of sales at Channel 4, and Jay Kassam is head of business operations and revenue innovation at Channel 4. The trio talked sales strategy, how the broadcaster is making progress with mid-market advertisers, and how they are applying learnings from their time with tech platforms to the TV market. Highlights: 2:31: Channel 4's evolved leadership team 5:24: Taking a 'platform mindset' to the TV market 9:20: What an 'advertiser-first, agency-led' strategy entails as Channel 4 embraces the mid-market 17:11: Channel 4's new CEO and hopes for H2 2026 Related articles: Universal Ads is live…

People in this episode

Host: Jack Benjamin

Guests: David Amodio, Jay Kassam

Topics covered

• Channel 4
• commercial growth
• advertising strategy
• mid-market advertisers
• platform mindset
• sales strategy

Keywords

• Channel 4
• advertising
• commercial growth
• sales strategy
• mid-market
• platform mindset
• Universal Ads

Mentioned in this episode

Organizations: Channel 4, Trisonic, Universal Ads, Cannes

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