These are lean times for Channel 4. In the same month it abandoned plans for a network of digital radio stations, the broadcaster is to close its digital sales house 4DS, almost 18 months after its launch cutting 10 jobs, says MediaGuardian. Like the 4Digital radio cuts, it’s all part of a determined campaign of cost-cutting aimed to save £100 million in the next two years to offset worsened advertising revenues. 4DS was launched last year as a stand-alone third-party ad sales operation selling space across video and mobile content and, perhaps mindful of possible trouble ahead, it was merged with Channel 4’s in-house online sales team under the control of head of new media advertising Errol Baran.
Now the broadcaster says it will concentrate commercial efforts on Channel4.com, E4.com and the 4oD VOD player. Channel 4 sales director Andy Barnes told Guardian.co.uk: “Given the exceptionally difficult economic conditions, it is right that we focus efforts on making sure our own assets perform as strongly as possible, rather than concentrating on the performance of third-party websites.” So when the advertising market plummets, make sure your own house is in order first rather than profiting from other people’s success.