COLOGNE — If UK government papers photographed by the press this month are to be believed, Channel 4 – the publicly-owned, advertising-funded broadcaster with a remit to be daring and creative – could be sold off, in the latest dimunition of state-linked organisations.

Until and regardless of whether that happens, the company is shooting toward a future in which more of the ads it sells to finance itself are sold on an automated basis.

Last March, C4 struck a partnership with FreeWheel to create a marketplace in which advertisers would buy ads on its All4 catch-up service using programmatic automated technology. But digital partnerships and innovation head Jonathan Lewis is thinking beyond that.

“We’re trying to bring to our programmatic offering in the future addressability on connected devices like mobile and tablet applications which we currently offer,” he tells Beet.TV in this video interview.

“Video-on-demand is moving from the small screen to the big, TV screen in your living room – through a set-top box, gaming device, connected television. That’s what we’re trying to set ourselves up for in the future – being able to buy programmatically against views in those environments.”


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.