In September 2018, the two broadcasters agreed a groundbreaking deal under which Channel 4 got access to Sky original Tin Star and rights to motor racing sport Formula 1. In return, Comcast’s Sky was able to carry Channel 4 box sets, like Paul Abbott’s No Offence, on Sky and its SVOD service Now TV.
Now the two companies have gone a step further by signing a “multi-year” deal, which will give Channel 4 continued access to Formula 1 races and highlights, while Sky will bring its customers more Channel 4 shows on-demand, as well as titles from foreign drama catalog Walter Presents.
Furthermore, Channel 4 will also use Sky’s AdSmart technology, which means it will be able to show targeted ads to Sky and Virgin Media customers.
Channel 4 chief executive Alex Mahon 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.”
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Stephen van Rooyen, Sky’s CEO of UK and Ireland, added: “Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences.”
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