C4 makes digital additions

Commercially funded UK pubcaster Channel 4 has filled two senior roles at its new Digital Content Unit (DCU), hiring former MTV and Unilad executives.

Matt Risley

Channel 4 has appointed MTV digital director Matt Risley to the newly created role of head of the DCU. Risley will start the role in December.

The DCU launched in October, based at Channel 4’s new national headquarters in Leeds. Risley will report to Zaid Al-Qassab, chief marketing officer at Channel 4.

The DCU is a new in-house digital agency, commissioning and producing digital content for social and digital platforms.

Channel 4 created the DCU to help it engage and influence young audiences by creating content specifically made to maximise reach and viewing across key social media channels.

Risley will work closely with the yet-to-be-appointed head of digital commissioning and other departments across Channel 4. He will also work with indie prodcos to support new digital talent and Channel 4’s investment in youth-focused content and audiences.

Matt Ford

In his current role at MTV, Risley runs the editorial, production and social strategy for Viacom’s international digital studio in London. He also oversees the creation of youth-focused content across TV, movies, lifestyle, music and entertainment for MTV’s social platforms.

Responsible for driving growth and revenues, Risley oversees the digital production and strategy for MTV’s linear shows and development of online communities. He previously worked as MTV’s international entertainment editor and before that held online editor and producer roles at Total Film and Sky Atlantic/Sky1 Online.

Alongside Risley, Channel 4 has also appointed Matt Ford, former commercial director of UK media company Unilad, to help lead the DCU. Ford will be responsible for driving branded entertainment revenues, and will directly compete with key players such as Joe Media, Ladbible, Vice and Jungle Creations.

Ford will work with brands to provide access to Channel 4’s creative talent to develop social-first digital content for distribution across key social media channels. His team will fall within the same department as Jonathan Lewis, head of digital and partnership.

Ford will start his new role this month, after spending the past four years building Unilad’s commercial business from scratch into a multi-million pound operation. For the past six months he has worked as a business consultant for marketing agency, Social Chain, and very recently delivered a strategic project for Vice in the UK.