How Channel 4 is taking a 'platform mindset' to TV — with David Amodio and Jay Kassam

This episode was produced in partnership with Channel 4.

At Cannes this year, The Media Leader sat down with several members of Channel 4's commercial leadership team to discuss how the TV company is looking to drive new commercial growth now that Universal Ads is live in the UK and Channel 4 is integrated with a new slew of demand-side platforms.

On an previous episode of the podcast, host Jack Benjamin spoke with commercial chief Rak Patel about the latest news, and in this episode, he sits down with members of his sales team to discuss their commercial strategy in greater depth.

David Amodio is head of sales at Channel 4, and Jay Kassam is head of business operations and revenue innovation at Channel 4.

The trio talked sales strategy, how the broadcaster is making progress with mid-market advertisers, and how they are applying learnings from their time with tech platforms to the TV market.

Highlights:

2:31: Channel 4's evolved leadership team

5:24: Taking a 'platform mindset' to the TV market

9:20: What an 'advertiser-first, agency-led' strategy entails as Channel 4 embraces the mid-market

17:11: Channel 4's new CEO and hopes for H2 2026

Related articles:

Universal Ads is live in the UK. Now what? With Channel 4’s Rak Patel

Universal Ads goes live in UK, providing TV with ‘easy button’

Leading Questions with Rak Patel – Channel 4 Sales

Meet the Media Owner: Channel 4 adopts a platform mindset

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