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July 6, 2010

Channel Four managing UKTV’s ads

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by David Allen

Channel Four has announced that it will be taking on the management of UKTV’s advertising on both the TV and online, in a deal that will last ten years.

This deal will mean that Channel Four will now command around thirty per cent of the UK television advertising market.

Currently, advertising for UKTV and Virgin Media TV is handled by IDS, but following BSkyB’s takeover of VMTV, Sky will be taking on the advertising management for these channels.

In total there are ten channels that make up UKTV, there are also catch-up TV services and various websites too.

There was a feeling that the BBC, which owns half of UKTV would be taking on the entire organisation, but this is yet to materialise.

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