Channel 4 has appointed Rak Patel as chief commercial officer, to take charge of the Channel 4 Sales team.
Patel, who is currently Spotify’s head of sales EMEA, will join Channel 4 in January, and will report to the broadcaster’s chief executive officer Alex Mahon.
In his new role Patel will be responsible for developing the commercial elements of Channel 4’s Fast Forward strategy, charged with maximising revenues as it transitions from linear to digital.
Joining Spotify as head of UK sales in 2017, Patel spent the last seven years driving commercial growth for the streaming platform. Patel started his career at EMAP magazines, before taking up roles at the Financial Times, Microsoft and Auto Trader.
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Channel 4 chief executive officer Alex Mahon said: “Rak joins at a time of incredible commercial opportunity for Channel 4. Our streaming audience is growing ahead of the market while our overall audience across linear and streaming expands.”
“I know he will bring a world class focus on driving forward our Fast Forward strategy while evolving vital relationships with clients and agencies, alongside innovations to harness digital opportunities.”
Speaking about his new role Patel added: “Channel 4 has pioneered an approach which empowers and embraces the culture around us. With a truly progressive Fast Forward strategy, embracing an agile and genuinely digital first public service streaming approach by 2030, the commercial opportunities for brands to share their stories is boundless.”
“I couldn’t be more excited to join the incredible Channel 4 team to help accelerate the commercial enterprise and support our advertisers, agencies and partners on the exciting journey ahead. I’d like to thank Spotify for the last seven years and wish them continued success. It has always been an honour to be part of the band.”
