Cognizant has been selected by Channel 4 to help modernise its advertising operations. The move comes as part of the broadcaster’s wider push to become a more agile, digital-first public service broadcaster.
Publicly owned and commercially funded, Channel 4 is a hybridised broadcaster, which works to support innovative cultural, economic and social content across the UK. While it works at no cost to the taxpayer, the broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment.
To preserve this distinct model of operations, in 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into a digital-first public service streamer by 2030. Looking to meet the needs of its advertisers in a changing broadcast environment, the move is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
As Channel 4 looks to progress these plans, it has announced a new collaboration with digital consultancy Cognizant – which will work to help “streamline the systems and processes behind how advertising campaigns are booked, delivered, monitored and billed” for Channel 4 and its partner channels.
“Today, broadcasters face evolving regulations, fragmented distribution channels, and increasingly complex data environments. To deliver streamlined, compliant and innovative advertising experiences, they need to effectively scale automation, workflow management and AI-enhanced solutions across their operations,” said Rohit Gupta, managing director for Cognizant in the UK and Ireland. “By applying our expertise in integrating tailored AI-enhanced solutions to our clients’ operations, we look to help Channel 4 increase service efficiencies, unlock access to new technology and support its advertising delivery to be fit for the future.”
As part of the project, Cognizant looks to enhance Channel 4’s account management hub, campaign operations and traffic functions, which are responsible for ensuring that advertising reaches the right audiences at the right time, meets advertisers’ objectives, and supports compliance with applicable regulations under Channel 4’s oversight. Meanwhile, Cognizant will work to “empower Channel 4 with advanced automation and AI-powered offerings” – looking to align with the broadcaster’s governance and regulatory frameworks, by increasing the effectiveness of its advertising services while ensuring all solutions reflect Channel 4’s compliance, ethical and business priorities.
“We look forward to collaborating with Cognizant to help enhance our advertising campaign delivery, leverage new technologies and build strong advertiser relationships,” added Barry John, head of advertising operations at Channel 4. “This initiative will help transform our sales operation to serve our partners’ changing needs.”
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