UK pay-TV broadcaster Sky announced a multi-year extension to the carriage deal with Channel 4 that keeps the Formula 1 highlight and live coverage from the British Grand Prix on the commercial channel.

The two broadcasters signed a content partnership in September this previous year that made the British Grand Prix available in free to air TV. It also included the distribution of non-sports programming.

According to the new arrangement, Channel 4 would integrate Sky’s Ad-Smart technology for the first time to assist with the delivery of targeted ads. It would be from the sales arm of the broadcaster across linear channels.

Channel 4 stopped the regular free to air live coverage of Formula 1 during the 2019 season considering Sky’s exclusive rights to the championship started in a deal slated for 2024.

The deal suggested that the channel's coverage of Formula 1 is secured beyond 2020 as opposed to the one year deal which is currently there for this season.

On the other hand, how the F1 element would fit into the timeline for the multi-year agreement has not been explicitly stated.

The new deal between the two firms is also going to come with sharing advertising technology which provides the Sky customers with access to more of the programming.

According to one of the executives at Channel 4, Alex Mahon the landmark new partnership with the corporation is an excellent example concerning the way broadcasters can work together.

This is by for extending content and innovating to the advantage of both the advertisers and viewers.

Mahon added he was excited to see the company extending their partnership with the company. Sky has been securing the highlights for all races and live coverage of the British races on free to air television.

The partnership is strategic as it also builds on the collaboration the two media companies have had in the recent past. The two companies share rights to the finals to the Cricket World Cup.

As part of the viewership, Channel 4 also recorded a peak audience of 2.8 million viewers for the coverage as Lewis Hamilton secured a sixth British Grand Prix Title.

Sky Chief Executive for the UK and Ireland, Stephen van Rooyen claimed they have long considered that collaboration favors the industry and the consumers.

He added that together Sky and Channel 4 would be connecting their viewers to more of the content. It brings the brands better ways to reach their audiences.

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