Channel 4 and Lloyds Bank have revealed the 2024 shortlist for their Black in Business initiative, which seeks to reward Black-owned business with free TV advertising airtime and support.
The shortlist of 20 businesses will now all be in the running for lucrative donated ad airtime across the broadcaster’s media portfolio, as well as support in creating their very ad, and dedicated business support.
Developed in partnership with banking group Lloyds, Channel 4’s Black in Business aims to help tackle structural obstacles that Black entrepreneurs face when setting up businesses with tailored media support.
“Our shortlist of Black in Business applicants are an incredibly strong group of candidates who all carry tremendous vision and promise in their businesses,” Channel 4 Sales head of sales nations and regions and business development, Ewan Douglas said.
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“We’re proud of the impact our initiative will have in providing access to the transformative power of Channel 4 TV advertising and Lloyds’ expertise to these entrepreneurs. Black in Business continues Channel 4 Sales’ track record of using advertising to deliver change within society, such as the Diversity in Advertising Award”.
Now in its second year, the initiative will provide four successful businesses with £150,000-worth of TV advertising on Channel 4, up from £100,000 last year.
Lloyds CEO of business and commercial banking, Elyn Corfield added: “This shortlist of Black in Business applicants represents some of the best of UK entrepreneurship – these businesses are moving forward with ambitious growth plans, innovating and creating jobs and opportunities within their communities.
“We’re committed to providing a more equitable business landscape for the UK’s Black entrepreneurs and share that vision with Channel 4. By building on the successful first year of Black in Business, we’re giving more Black entrepreneurs the opportunity to take their businesses to the next level.”
