Channel 4 has appointed MTV Digital Director Matt Risley to head up its in-house digital agency at the new National HQ in Leeds.
Risley will report to Chief Marketing Officer Zaid Al-Qassab and lead the Digital Content Unit’s creative and operational strategy. The Unit will commission and produce digital content for social and digital platforms as part of the broadcaster’s digital acceleration strategy.
Al-Qassab said: “Matt has a proven track record in delivering successful and award-winning social digital content for young audiences and possesses a strong commercial acumen. His outstanding strategic and creative leadership will be critical as we build the DCU into a best-in-class internal digital agency.”
Risley added: “I’m hugely excited to join Channel 4 at such a transformative time. It’s a brand full of incredible shows and digital properties, and I can’t wait to help build a creative team focused on engaging, entertaining and educating young audiences online.”
Risley will work closely with Channel 4’s new Head of Digital Commissioning, who is still to be appointed, and other departments, as well as with independent producers.
At MTV, he headed up editorial, production and social strategy for Viacom’s international digital studio in London, and also the creation of youth-focused social content.
Previously, Risley was MTV’s International Entertainment Editor and before that held online editor and producer roles at Total Film and Sky Atlantic/Sky 1 Online. He officially starts at Channel 4 in December, with the National HQ in Leeds to open in October.