As the debate around trust continues to gather pace, will trust begin influencing spend – or is the shift to global scale, efficiency, automation too hard to stop?

This fireside with the interim CEO of Channel 4, Jonathan Allan, will cover the unique role Public Service Media seeks to play for advertisers. How does trusted media prove its efficacy and value at a time of economic challenge? Why does PSM matter for marketeers, and how does PSM compete for viewing hours spent on video sharing and social media?

We’ll hear how Channel 4 is responding through trust, collaboration, innovation and new advertiser engagement. We’ll also explore the strategies and tools needed to prove not only the social value of healthy commercial public service media, but also its effectiveness as a driver of business results?