Channel 4 has created a senior marketing role - head of media planning - who will have responsibility for the deployment of promotional airtime across Channel 4, E4 and Film Four.
The post will report to Channel 4 director of marketing Polly Cochrane.
Aside from media planning on the main three platforms, responsibilities will include improving cross-promotional activities across Channel 4's commercial operations.
The aim is to maximise revenue from Channel 4's commercial operations without increasing programme-junction clutter, thus discouraging channel-hopping.
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