Episode 110: regulating media

CultureHealth
Written By Joanna Lepore
 

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Looking Outside is for curious people looking for a fresh take on familiar topics, in business and beyond.

Few industries have undergone greater transformation than media. Consider it was only two decades ago when audiences were served what to watch, when, and how. The landscape today is fragmented, less regulated, becoming more arithmetically curated. And, says Rak Patel, Chief Commercial Officer at Channel 4, that shifting media ecosystem demands “productive friction”, to ensure the content that reaches the viewer is independently measured, human-verified and professionally curated. From print media, to audio streaming and now to broadcast TV, Rak has seen the evolution of media across mediums and over decades, and says some things remain consistent. That is, if we’re watching what the viewer actually wants. But when the ability to broadcast to consumers becomes an oasis filled with long-standing TV players alongside tech giants abiding by different codes, Rak argues that regulation keeps things fair. Otherwise, when things move so quickly in the media ecosystem, who is keeping watch on brand trust, profitable media return, and most importantly consumer safety?

To look outside, Rak learns from others and enjoys getting inspiration from engaging people, even if they hold a different perspective to his own.

Rak is Chief Commercial Officer at Channel 4. Rak spent seven years driving commercial growth for the streaming platform with his last role being to lead the EMEA Ad business. In 2025, Rak stepped into the leadership of Channel 4 Sales, the commercial arm of Channel 4, where he is responsible for driving the organisation’s advertising revenue as Chief Commercial Officer. A key focus of his role is to accelerate the commercial elements of Channel 4’s Fast Forward strategy, maximising revenues from linear to digital while pursuing new partnerships and expanding into new areas of digital growth.

Rak is a board member at Thinkbox, focused on advancing the future of TV marketing and media in the UK, as well as a board member at the Advertising Association, which acts as the unified voice for the UK Ad industry. He also sits on the Soho House & Co Committee Board and the Campaign Board for Historic Royal Palaces. And he's extremely proud to be one of the founding members of MEFA.

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Joanna Lepore https://looking-outside.com
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