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Sky, Channel 4 announce broader strategic partnership

Includes confirmation that British Grand Prix will remain on free-to-air TV

Sky and Channel 4 have announced a new, broader, strategic partnership spanning content, technology and innovation.

The multi-year deal will allow Channel 4 to use Sky’s AdSmart technology to deliver fully-targeted, addressable ads across its portfolio of linear channels (including UKTV and BT Sport) to both Sky and Virgin Media households.

The deal also includes coverage of the British Grand Prix, with live coverage continuing to reach a free-to-air audience through Channel 4. Additionally, more of Channel 4’s boxsets will be made available to Sky and NOW TV customers.

Channel 4 and Sky have agreed a multi-year carriage deal renewal which includes broadening All 4 to offer Sky customers ‘All 4 Exclusive’ programming, as part of an offer which will include more box sets and extending access to Walter Presents series.

Alex Mahon, chief executive, Channel 4, said: “This landmark new partnership with Sky is a fantastic example of how broadcasters can work together to extend the reach of our content and innovate for the benefit of both viewers and advertisers. I’m particularly thrilled that we are extending our collaboration with Sky on Formula 1, which secures highlights of all races and live coverage of the British Grand Prix on free-to-air television.”

Stephen van Rooyen, CEO UK and Ireland, Sky, added: “We’ve long thought that collaboration benefits both consumers and the industry – today’s news does exactly that. Together, Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences. We look forward to working even more closely with Channel 4 and, we hope, other British broadcasters to bring more innovation and content to consumers over the coming years.”