Sources claim the broadcaster is specifically seeking to develop brand partnerships on the More4 and Film4 channels. Brand partnership activity currently falls within the remit of the digital channels' existing media agencies.
C4 has previously secured highly successful marketing partnerships for E4, including a tie-up with Durex that included the creation of branded entertainment on channel4.com. The majority of the condom brand's media budget was dedicated to advertising on C4 platforms.
A Channel 4 spokeswoman emphasised that the broadcaster was not looking to replace More4 or Film4's existing media agencies, OMD, Naked Communications and Michaelides & Bednash.
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