Fatima Dowlet, Channel 4’s Head of Streaming and Social Propositions, talks to IBC365 about the broadcaster’s pivot to digital and the value of advertising.
The UK’s Channel 4, like other broadcasters, was hit last year by an exceptionally tough downturn in the advertising market, suffering a drop of 10% in overall ad revenue.
Despite its market-related travails, the ad-funded public broadcaster has been at the forefront of the pivot to digital. Digital revenues rose by 10% over the same period to take a 27% share of the total, and the company now expects to reach its 2025 target of making 30% of its revenues from digital advertising a year ahead of schedule.
Yet despite digital’s growing share of the pie, Fatima Dowlet, Channel 4’s Head of Streaming and Social Propositions, believes that the much-vaunted pivot to digital can be overstated...
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