Q & A with Andy Duncan - March 2007 

Coming to the Four
Andy Duncan, chief executive of Channel 4 tells Elen Lewis why marketers need to wake up quickly to the digital revolution

How do you protect the Channel 4 brand from inevitable tabloid flare-ups over some of its programmes?

I don’t want to talk too specifically about Celebrity Big Brother as we’re currently being investigated by Ofcom. What I will say is that as a media company we have to deal with the press. The media loves nothing more than a media story. Genuinely it’s a challenge for Channel 4 because we do push boundaries and create innovative and controversial programmes. We’re very aware of this and we’re open to learning. I think there are lessons to learn from Celebrity Big Brother.

The Guardian suggested that Big Brother 'poisons the C4 brand.' The reality programme is commercially important to C4, but does it also define C4's brand?

Reality programmes are an important part of what we do. But they’re not the only part of what we do. We are the most successful multi-genre channel in terms of the range and breadth of our programmes – from news to documentaries, drama, comedy, entertainment and investment in film. It’s the range that more than anything defines the brand and reality is one part. Big Brother is a noisy part but there are plenty of other things.

Very few marketing directors become chief executives, what do you need to make the leap?

There’s a strong analytical element to marketing, but also a strong artistic side. It’s important to tick both boxes for the strategic and creative sides of marketing. You need to do both and link to both. A CEO needs to be broad in terms of strategy, leadership, financial issues and external stakeholders. You need to have a vision of the future. The essence of a CEO is having a clear sense of where a company is headed as well as keeping an eye on the running of the day-to-day operations.

How has your marketing background informed your CEO role?

Marketing played a very central role in Unilever. It was the heart of product innovation. While I was there I also ran business units across the UK and Europe, so I had general management experience. Similarly, at the BBC I launched, ran and chaired Freeview.

How will a typical C4 consumer experience your brand in five years time?

We’re moving from Channel 4, a simple, analogue channel in the old terrestrial world, to a four-brand family. It’s not just about channels but about platforms. We were the first broadcaster in the world to launch an on-demand service and we’re in the process of adding a radio multiplex. The 4 brand is multi-media, cross-channel and cross-platform. Consumers will be able to choose where to watch, when to watch and on what technology. But our core brand values of innovation, creativity, risk-taking, challenging, fun and cool will remain consistent.

You are renowned as a fan of all things digital. What's the most important digital trend that marketers should be aware of?

The digital world is accelerating, wake up to it quickly. However, don’t get carried away with technology, it’s still brand building that matters. TV, in all its forms, is the best mechanism for building brands.