Leading Questions with Rak Patel – Channel 4 Sales
Leading Questions
Channel 4’s chief commercial officer, Rak Patel, answers our probing and quick-fire Leading Questions.
Rak Patel joined Channel 4 in January 2025, taking on the newly created role of chief commercial officer.
He heads up Channel 4 Sales, the broadcaster’s commercial arm, with responsibility for driving the organisation’s advertising revenue. A key focus of his role is to accelerate the commercial elements of Channel 4’s Fast Forward strategy, maximising revenues as it transitions from linear to digital, while pursuing new partnerships and expanding into new areas of digital growth.
We ask him about his leadership approach, how to stay ahead of industry disruption, and his advice for aspiring media leaders.
Leadership
What are the principles that guide your leadership approach?
Make things personable and relatable. Whether that’s an understanding of our strategic approach, the role the folk on the team play in helping us achieve success, or taking the time to get to know everyone on the team and their importance to the journey we are on.
Being fair and accountable. I’m always conscious of what’s expected of my teams and of me. So, in order to move as one, evolve as one, operate as one, it’s crucial that everyone understands what role they play and, most importantly, what’s expected of them.
Always be learning. Whether that’s from those on the team, my directs, people in the industry, my mentors (and I have many), family, my kids and wife. I’ve realised that over time, your scope for learning never diminishes, and the greatest source of learning is from those around you.
Being bold. Perhaps this is the Mancunian in me, but I’ve always believed in being action-oriented, breaking new ground and taking steps that may be hard but have great reward. You could call it the United way.
How do you personally stay ahead of industry disruption?
It’s less about plotting a path to either stay ahead or avoid disruption. More about ensuring we are constantly on an upward journey, which can move at a pace and is continually building. I’d much rather be on the front foot and on the offensive than to protect and continually defend.
People and Culture
What’s your approach to developing future leaders within your organisation?
I’ve been blessed to have worked at organisations which cherish and promote the upward mobility of future leaders. So, giving them the space to grow, to learn and have the right support becomes critical.
It’s also important that they receive the right feedback on how to become stronger, gaps they may need to address. That sounds simple, but it’s critical for future leaders, as that will help them move to the next stage. My favourite part is seeing future leaders grow into their potential and go on to do brilliant things.
How do you handle failure, both personally and within your teams?
What I’ve learned, which is nothing new, is that failure is as much a constant as success. And that’s whether it’s at work or home. If I look back at my career, it’s the moments where I feel I’ve failed which have helped me the most. Each moment, and there’s been plenty, has made me stop and rethink, made me pivot, made me adapt and change.
AI, Innovation and Skills
What skills will define successful media leaders in the next decade?
IMHO, the same that has defined media leaders over the past decade. Curiosity, resilience, forward-thinking, hunger and desire, people-first.
What’s your advice for aspiring media leaders?
The best piece of advice I have ever received was from my wife, Asmita. There’s further context to the story, but in short, it was ‘to do the job that’s in front of you’.
We all have the habit of thinking ahead to areas or topics that may not be in our control. So, in my opinion, it’s always best to focus on what’s in your control. And in your control is the job (whatever that is) in front of you. By doing that, and nailing it, you’re not only achieving what’s needed, but you’re honing your skills and developing wisdom as you’re doing it.
The Quick-fire Round
Which book would you make required reading for all media leaders?
Radical Candour by Kim Scott. Being able to take, as well as give feedback is fundamental to growth.
Which leader from TV, film, or literature most inspires you?
Eric Cantona. Simply the King!
What’s your go-to source for inspiration when you need it? Work or otherwise?
LinkedIn. Yes, there may be more AI-driven, less relevant content, but hearing and seeing the moves that people, companies, and commentators are making always hits the right note.
Media lunch or media breakfast meeting?
Breakfast, always. I wake up between 4.30am-5am most mornings, so lunch feels more like dinner for me!
Which media leader would you like to answer leading questions next?
Oh, what a great question. The Advertising Association’s CEO, Stephen Woodford. A true statesman and custodian of what’s right about our industry.
If you’d like to answer our Leading Questions, drop me a line at [email protected]