Channel 4 reviews its media arrangements

by Fiona Ramsay, Media Week 13-May-08, 07:30

LONDON - Channel 4 is reviewing its £20m consolidated traditional and digital media planning and buying arrangements - the first comprehensive review in the broadcaster's 25-year history.

Responsibilities have been shared among OMD, which has held the main business since the channel's launch, with Profero holding the online planning and buying role, and Michaelides and Bednash (M&B) used for comms planning.

According to Nielsen Media Research, for the year to 31 March 2008, Channel 4's media spend amounted to £15.8m, which includes an estimate for digital media.

The plan is to consolidate the business into one agency. OMD has been invited to pitch for all media planning and buying, with a shortlist of agencies expected to be drawn up in the next two weeks. A pitch will take place in June.

But Channel 4 is still considering keeping its online planning and buying separate. Profero will be invited to pitch for the channel's online marketing requirements as C4 considers whether it retains a digital specialist or integrates online into the overall planning and buying role.

M&B will continue to work for the channel on a project basis, including the launch of E4 Radio.

Polly Cochrane, Channel 4's director of marketing, said she felt C4 was "vulnerable" by having its activities split across several agencies. "The benefits of having a one-stop shop for all our media planning and buying may begin to outweigh the benefits of the specialist pick-and-mix approach we have pioneered to date," she added.Enter your main article text here. You may paste from Word by using the 3rd icon in on the 2nd row.