Advertisers look to Abraham for changes at Channel 4

Advertisers have called on David Abraham to make changes at Channel 4.

Brands hope the new chief executive, who will replace Andy Duncan, will revive the broadcaster’s distinctive programming schedule to justify increased ad spend, according to reports.

Abraham will join Channel 4 from UKTV, where he headed up the relaunch of G2 as Dave, which led to the re-brand of the entire UKTV network.

Under his leadership, Dave attracted 8 million new viewers, while the UKTV portfolio went on to attract record ratings and revenues following its overhaul.

Advertisers are hoping Abraham will now change Channel 4’s focus to produce quality content, rather than challenging content, which could be funded by the money that was used for Big Brother.

Marketing executives are also looking to Abraham to provide stability at Channel 4 and secure the broadcaster’s future funding model.

Channel 4 had hoped to get additional funding to sustain its public service broadcasting status, following reports that it would face a £100 million a year funding gap by 2012.  However,  Ofcom’s PSB blueprint rejected top-slicing the BBC’s licence fee as a means of addressing Channel 4’s funding shortfall.

Speaking about Abraham’s new role, the chief marketing officer of Aviva Amanda Mackenzie said: “Channel 4 needs to be clear on its business model, resolve its funding arrangements and continue to produce a mix of innovative, appealing and quality programmes.”