Channel 4 Creates Senior Media Planning Role
Channel 4 is looking for a senior marketer to fill the newly created position of head of media planning, with responsibility for the deployment of promotional airtime across the Channel 4, E4 and Film Four operations.
Reporting directly to Channel 4 director of marketing, Polly Cochraine, the new head of media planning will work to improve cross-promotional actives across Channel 4’s range of commercial operations.
The new position has been created in response to Channel 4’s desire to maximise revenue from its commercial operations without increasing programme-junction clutter, which often prompts viewers to change channels.
Channel 4 claims to be under increasing pressure to promote its programmes as the growth of its 4 Ventures businesses intensifies the demand for airtime to market new programmes and services. The launch of new digital channels like More4 will also increase the need for a more co-ordinated approach to cross-promotion.
Cochraine said: “Our on air promotional inventory is obviously an extremely valuable asset but with the expansion of the Channel 4 network, prioritisation of messages is an increasingly complex art. Competitive pressures also make enhancing the quality and distinctiveness of our junctions in order to hold viewers across breaks, more important than ever. This new role has been created in recognition of this and to help us prepare for the launch of More4.”
Last year Channel 4 appointed Kevin Henry as commercial projects manager within its client and strategic sales team as part of its ongoing attempts to increase its cross-platform offering to advertisers. The newly created role saw Henry assume responsibility for developing an integrated sales approach across Channel 4’s commercial departments and its 4 Ventures division. He reports directly to head of client and strategic sales, Mike Parker (see Channel 4 Appoints Henry To Cross Platform Sales Division).
Channel 4 saw profits triple last year as its wide-ranging effort to reduce costs began to bear fruit despite the ongoing downturn in the television advertising market. The terrestrial broadcaster improved its performance after holding advertising revenues flat during 2003 and cutting non-programme costs to focus on its core business (see Outlook Improves For Channel 4 As Profits Triple).
Channel Four: 020 7396 4444 www.channel4.co.uk
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