Magazine article Marketing

Brands Appeal for C4 to Change under Abraham

Magazine article Marketing

Brands Appeal for C4 to Change under Abraham

Article excerpt

Advertisers are hoping that the arrival of David Abraham as chief executive of Channel 4 will provide the broadcaster with stability.

Abraham's appointment follows the departure of his predecessor, Andy Duncan, and C4 chairman Luke Johnson. He joins from UKTV, where he was chief executive and oversaw a rebrand of the broadcaster's portfolio.

Brands are looking to Abraham to focus on reviving Channel 4's distinctive output to justify its place on marketers' media schedules.

'Channel 4 has focused too heavily on being 'challenging' rather than producing quality,' says Kevin Peake, marketing director at energy provider Npower. 'Investing in the right programming can change this, especially with the reinvestment of the money that would have funded Big Brother.'

This is a view echoed by Ian Armstrong, customer marketing manager at Honda UK, who believes C4 has been beset by too much uncertainty recently.

'The business has been under the spotlight for a whole host of reasons,' he says. 'Abraham needs to set out a clear direction for the channel and demonstrate he has the gravitas and skills to get the best out of every area of the business.'

Securing the broadcaster's future funding model is also crucial, as Duncan's failure to obtain a top-sliced share of the BBC licence fee has left Channel 4 wholly dependent on ad revenue. …

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