UKTV has inked a deal with Channel 4 that will extend their current relationship well into the next decade and see 4 Sales remain the exclusive advertising representative for UKTV’s portfolio of ten channel brands and UKTV Play.
News of this deal extension comes shortly after UKTV revealed that their ratings and SOCI (Share Of Commercial Impacts) hit an all time high in 2016, with Dave’s U.S. acquisition Suits being one of the key programmes driving said growth.
“4 Sales has represented UKTV’s inventory in the advertising market since 2010, during which time UKTV has grown its share of commercial impacts to an all-time high of almost 10%”, UKTV CEO Darren Childs said in a statement. “Channel 4 shares our ambition to be innovative and creative when allocating airtime to brands, and as UKTV continues to grow its share in the market, 4 Sales remains the perfect partner to represent UKTV’s inventory across all different viewing platforms.”
Once considered a “bit player”, UKTV has cemented their position in recent years as a major buyer of U.S. scripted content from the Hollywood Studios alongside the likes of Channel 4, Channel 5 and Sky. Several of UKTV’s channel brands carry exclusive US drama and comedy series including Dave (Suits, The Last Man On Earth), Alibi (Quantico and Rosewood) and W (Code Black, Criminal Minds: Beyond Borders, Grimm and Secrets & Lies). Drama also occasionally buys first run scripted content such as The Red Tent and The Pinkertons.