Channel 4 is taking steps to cut and outsource roles from its sales operations teams, The Media Leader has learned.
The proposed changes are the latest part of the broadcaster’s future-facing strategy and will impact Channel 4 Sales’ Account Management Hub, Campaign Operations, and Traffic teams.
The Media Leader understands that the rationale behind the plans is due to the changing way its customers operate – delivery expectations are higher, and bookings are made later, so servicing needs to be more efficient.
Channel 4 is proposing to outsource responsibilities previously conducted by the three Sales divisions, with tech solutions firm Cognizant as its preferred partner.
51 roles are affected by the proposed cuts and will now enter a lengthy consultation period. Some 11 UK-based senior roles are expected to be retained. Responsibilities for those members of staff will shift to refocus on strategy and customers.
A spokesperson for Channel 4 told The Media Leader: “As part of the strategic review of Channel 4 Sales over the last year, we are proposing to transform our sales operations to better serve our partners’ changing needs.
“These measures will support the long-term efficiency and effectiveness of our ad operations, empower our sales teams to deliver the best service in the industry and support our wider Fast Forward Strategy to transform Channel 4 for the future.”
The changes are part of a year-long restructuring effort led by chief commercial officer Rak Patel, who joined the broadcaster at the beginning of 2025.
Under Patel’s leadership, Channel 4 has transformed its senior commercial leadership team and wider sales team, with the stated aim of better aligning business efforts with Channel 4’s Fast Forward strategy.
Channel 4 debuts new-look commercial team following reshuffle
The vast reorganisation included bringing in new staff, such as head of advertiser strategy Sam Hicks and head of business operations and revenue generation Jay Kassam, while letting go of long-time employees, including Chris Braithwaite, Martin Luck, Ewan Douglas, Fatima Dowlet and Rupinder Downie.
As part of the effort, last summer Patel led the implementation of an “advertiser-first, agency-aligned” commercial strategy, focused on building stronger direct relationships with clients.
The broadcaster has also sought to develop a suite of tools — including a generative AI creative suite and a new self-serve marketplace (in collaboration with Sky and ITV) — to make it easier for small- and medium-sized businesses to buy.
The Media Leader understands that it was after that strategic commercial shift that Channel 4 reviewed its advertising operations and decided to pivot, leading to the current proposed cuts.
The changes come ahead of the start date of new CEO Priya Dogra, who is expected to begin her tenure in March.
