The Government is currently considering the future ownership of Channel 4. ISBA opposes the channel’s privatisation. Its unique remit provides advertisers with highly valued, younger and diverse audiences, at scale and in quality environments, at a time when these audiences are becoming increasingly hard to reach through linear TV.
Channel 4 has led the field with its BVOD services, which again deliver brand-building advertising to sought-after audiences. The channel also supports the UK’s world-leading creative sector, on which local advertising production depends.
No new owner, with a purely commercial incentive, could be guaranteed to maintain all the facets of the current offering, which contributes so significantly to media plurality and diversity in the UK.
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