Channel 4 has launched an initiative to help small to medium sized business advertise on TV for the first time. The ‘4Sales Greenhouse Fund’ aims to help businesses that have never had the budget to advertise on TV before with match-funded commercial airtime across Channel 4’s portfolio.
The new £3m airtime relief scheme is a temporary solution that is aimed at SMEs looking to grow as the UK begins to come out of lockdown. In order to qualify, brands have to commit their campaigns to being ‘exclusive’ to Channel 4 for a duration of six months. Matt Salmon, director of sales at Channel 4, stated: “As we start to see the economy opening up again and lockdown easing our new Greenhouse Fund will help small British businesses to embrace the power of TV at a time when audience numbers are spiking and talking to consumers has never been more important.”
Natural energy drink company ‘Tenzing’ is the first company to take up the opportunity of the new match-fund offer. The founder, Huib Van Bockel, says: “In these challenging times we decided not to hold on to our budget and wait for this to be over, but to keep pushing ahead. We strongly believe all businesses should take responsibility and do everything they can to keep our economy going. For this we were looking for a like-minded media partner and we found that in Channel 4.”
What a great new initiative!
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