From next year, Channel 4 Sales will sell advertising for Paramount’s UK brands, including 5, so for the first time advertisers will be able to buy Channel 4 and 5 in one place. It’s a bet on the future of TV, with 5’s streaming service growing fast and Channel 4 opening TV up to brands that have never bought it before.

Rak Patel and Lee Sears explain why they did the deal, how Channel 4 and Channel 5 stay distinct when sold together, and how they plan to win budget from the global platforms. We’ll also hear what’s in it for advertisers, from the biggest brands to those trying TV for the first time, and for the British programming that advertising pays for.