Podcast: Channel 4 at Cannes — a new SME marketplace and ‘superpower’ of friction

Channel 4’s chief commercial officer Rak Patel and head of sales strategy Sam Hicks join Jack Benjamin for a conversation in the south of France during the Cannes Lions International Festival of Creativity.
UK broadcasters stole the show this week, with Channel 4, ITV and Sky announcing a pioneering collaboration with Comcast Advertising to provide a self-serve TV ad marketplace aimed at making TV more accessible for small and medium-sized businesses.
The pair speak about why the collaboration is a gamechanger for the TV market, how Channel 4 is reaching Gen Z viewers across a variety of platforms and what sets the broadcaster apart from its competitors.
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
3:56: A new marketplace for SMEs to buy TV
7:33: Reaching Gen Z with trusted content
12:50: Investing in nations and regions
15:16: The uniqueness of Channel 4’s inclusive mission and business model
18:17: Cutting through the digital noise
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