Channel 4 forges ahead with pan-European broadcaster alliance

Channel 4 has become the exclusive UK partner of a pan-European TV advertising alliance which the broadcaster hopes will give it the scale it needs to take on the likes of Google's YouTube and Facebook.
The European Broadcaster Exchange (EBX) is a continent-wide initiative that will enable advertisers to target video-on-demand (VOD) commercials at a potential audience of up to 160m viewers – turbocharging the reach of advertisers backing the broadcaster's hit shows such as Great British Ba