Priya Dogra announced as Channel 4 Chief Executive

Channel 4 has appointed Priya Dogra as its new chief executive as the broadcaster faces the biggest commercial threat in its four-decade history from a potential Comcast takeover of ITV.

The board is understood to have agreed Dogra’s appointment, with the current head of Sky’s advertising, data and new revenue division expected to start in the new year after joining the company in a newly created role in 2024.

Dogra previously served as managing director for Warner Bros Discovery in Europe, the Middle East and Asia before moving to Sky.

At Sky, she has been responsible for running Sky Media, which handles hundreds of millions of pounds in advertising sales for Sky’s pay-TV channels and third-party broadcasters, including Channel 5 and Warner Bros Discovery.

Priya Dogra joined Sky after the company became embroiled in a major scandal involving hundreds of millions of pounds after a blunder that led to the accidental underpayment of advertising partners.

Dogra succeeds Alex Mahon, who left Channel 4 earlier in 2025 to join Superstruct, the live entertainment company behind major events including Cornwall’s Boardmasters festival.

Since Mahon’s departure, the state-owned, commercially funded broadcaster has been run on an interim basis by Jonathan Allan, the former head of its £1 billion advertising business, who was promoted to chief operating officer and had been a contender for the chief executive role on a permanent basis.

Channel 4 chair Geoff Cooper said: “She has impressive experience in driving commercial growth and digital transformation, as well as building collaborative partnerships, alongside a track record of nurturing creative processes, delivering effective programming strategies and building content production capabilities.

“She also possesses a passion for Channel 4 and a deep understanding of its public service remit.

“Priya is ideally equipped to lead the business through its next chapter, and we are thrilled to welcome her aboard.”

Dogra added:

“Joining Channel 4 at this moment is a genuine privilege.”

“Few organisations sit so firmly at the heart of British culture or have such a clear purpose and vital mission: to challenge, to reflect and represent voices across the UK, and to spark change through entertainment.

“I very much look forward to working with the brilliant team at Channel 4 and with partners across the creative industries to build on its distinctive and ground-breaking programming and reporting, accelerate its digital ambitions, and deepen its connection with audiences across every platform.”

Dogra’s appointment comes as Channel 4 faces the prospect of Comcast, Sky’s owner, acquiring ITV’s broadcasting and streaming business in a potential £1.6 billion deal that would dramatically reshape the UK television advertising market.

Channel 4 currently controls around 26% of the market for traditional TV advertising and digital spend on streaming platforms operated by UK public service broadcasters, while also handling advertising sales for UKTV, the owner of channels including Dave and Gold.

A merged ITV and Sky operation would control an estimated 74% of the traditional TV advertising market and dominate the emerging market for broadcaster streaming services.

Any deal between Comcast and ITV would be subject to extensive regulatory investigation on competition grounds, with Channel 4 expected to vigorously oppose the takeover if it proceeds.