C4 ad sales to pass £1 billion in 2011

Channel 4 is expected to sell more than £1 billion of airtime next year, according to the broadcaster’s chief executive David Abraham.

Abraham said reaching the £1 billion figure would be a landmark for the broadcaster, and added that there are lots of new opportunities with the newly combined UKTV and Channel 4 ad sales as well as the upcoming YouView launch.

Speaking at a 2011 schedule launch for buyers, Abraham said YouView is vital for the future of free to air public service broadcasting, according to Broadcast magazine.

Abraham also called YouView the first truly converged media platform – something which even your mum will be able to enjoy.  YouView will offer a “mass market, mainstream and simple way in which linear TV meets broadband; it will enable your mum to have a simple, seamless media experience in her living room,” he said.

This view was echoed at the MediaGuardian Edinburgh International Television Festival in August, before Project Canvas had been re-branded as YouView.   When Steve Hewlett asked why a service like Canvas was needed when a product like Google TV was due to hit the market, Channel 4’s Sarah Rose said there is room for both: “They offer different formats for viewers,” she said.  “Canvas is something your parents will be able to understand… Google TV is aimed at tech-savvy viewers”.