Channel 4 has hired the former commercial director of Unilad, Matt Ford, to lead the sales division of its Digital Content Unit (DCU), the commercial broadcaster’s new in-house digital agency.
Based in Channel 4’s National HQ in Leeds when it launches next month, the DCU will commission and produce digital content for social and digital platforms to ensure the broadcaster engages and influences young audiences, forming part of its digital acceleration strategy.
As commercial lead of the DCU, Matt Ford will be responsible for working with brands to provide access to Channel 4’s creative talent, and driving social-first branded entertainment revenues to directly compete with the likes of Ladbible, VICE and Jungle Creations.
“I’m delighted to have joined Channel 4 at such an exciting time. The DCU will be creating content specifically for Channel 4’s social platforms which will mean more original, branded and programme content distributed to a young audience in their stories and news feeds,” Ford said.
“There is a great opportunity for advertisers to create premium Branded Entertainment that lives on social and I’m looking forward to making some amazing content.”
Ford will report into Channel 4’s head of digital and partnership innovation, Jonathan Lewis, as well as the newly-appointed head of DCU, Matt Risley.
Risley will be joining the unit in December, after more than three years as MTV’s digital director. Previously, Risley was MTV’s international entertainment editor, and before that held online editor and producer roles at Total Film and Sky Atlantic/Sky 1 Online.
Reporting to Zaid Al-Qassab, chief marketing officer at Channel 4, Risley will lead the DCU’s creative and operational strategy. Commenting on the appointment, Al-Qassab said: “Matt has a proven track record in delivering successful and award-winning social digital content for young audiences and possesses a strong commercial acumen.
“His outstanding strategic and creative leadership will be critical as we build the DCU into a best-in-class internal digital agency.”
Risley added: “I’m hugely excited to join Channel 4 at such a transformative time. It’s a brand full of incredible shows and digital properties, and I can’t wait to help build a creative team focused on engaging, entertaining and educating young audiences online.”
Earlier this year Channel 4 announced the first digital content commission for the DCU will be factual strand 4Real, including more than 100 original factual films targeted at 16-34s. The strand launches late 2019.
