Home / Business and Economy / Channel 4 Recruits Sky Talent Amidst ITV Takeover Fears
Channel 4 Recruits Sky Talent Amidst ITV Takeover Fears
10 Dec, 2025
Summary
- Priya Dogra appointed Channel 4 CEO from Sky's advertising division.
- Comcast's potential takeover of ITV threatens Channel 4's future.
- A combined ITV-Sky would dominate UK TV advertising market.
Channel 4 has appointed Priya Dogra, who led Sky's advertising and data operations, as its new chief executive. This strategic hire is a direct response to the significant threat posed by Comcast's potential acquisition of ITV, a move that could fundamentally alter the UK television industry.
Dogra, previously managing director for Warner Bros Discovery in EMEA and Asia, joined Sky in 2024. Her extensive experience in managing significant advertising revenue streams is expected to bolster Channel 4's position. She is slated to commence her duties in the new year, succeeding interim CEO Jonathan Allan.
The potential £1.6bn deal between Comcast and ITV is a major concern for Channel 4, which, along with other public service broadcasters, holds approximately 26% of the traditional TV and streaming ad market. A combined ITV and Sky entity would command a dominant 74% of this market, prompting vigorous opposition from Channel 4 should the deal proceed and face regulatory scrutiny.
