UK pay-TV broadcaster Sky has announced a multi-year extension to its carriage deal with Channel 4, which keeps Formula One highlights and live coverage from the British Grand Prix on the commercial channel.
The two broadcasters signed a content partnership in September last year, which made the British Grand Prix available in full on live free-to-air TV, and also included the distribution of non-sports programming.
As part of the new arrangement, Channel 4 will also integrate Sky’s AdSmart technology for the first time, to help deliver targeted ads from the broadcaster’s sales arm, across all its linear channels.
Alex Mahon, Channel 4’s chief executive, 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.”
This strategic partnership builds on the collaboration between Sky and Channel 4 which, most recently, saw the two broadcasters share rights to the final of the Cricket World Cup in July, which recorded a combined 8.3 million peak audience as England defeated New Zealand on home soil.
As part of its overall viewership on 14th July, Channel 4 also recorded a peak audience of 2.8 million viewers for its Formula One coverage as Lewis Hamilton secured a record sixth British Grand Prix title, which saw the Cricket World Cup final temporarily moved onto More4 to accommodate both events.
Stephen van Rooyen, Sky’s chief executive for the UK and Ireland, said: “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.”