Channel 4 sales Director Jonathan Allan says the next decade of TV will be around data and connectivity, while the past decade has been dedicated to extending reach by proliferating content across multiple platforms.

Allan told an advertising conference that the broadcaster is continuing to drive its digital strategy, which will see it shift away from traditional linear TV storytelling to instead focus on accumulating more data as a means to shape future content and relationships with advertisers.

The broadcaster has used a variety of incentives to encourage users to register and share more data about themselves, including VOD premieres and other additional content.

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