Channel 4 is poised to name Priya Dogra, currently leading Sky’s advertising division, as its new chief executive. This strategic move aligns with the broadcaster’s increasing emphasis on expanding its digital footprint.

Insiders familiar with the discussions have indicated that Dogra will succeed Alex Mahon, with the official announcement anticipated soon, potentially as early as this week.

Dogra brings a wealth of experience from her tenure as managing director for Warner Bros Discovery across Europe, the Middle East, and Asia. Since 2024, she has been pivotal at Sky as the chief advertising, group data, and new revenue officer.

In her role at Sky, Dogra has been instrumental in managing Sky Media, the company’s advertising sales arm, which handles ad sales for Sky’s own channels as well as other broadcasters. Her responsibilities also include spearheading initiatives to boost non-subscription revenue streams.

Alex Mahon joined Channel 4 in 2017, marking a historic appointment as the broadcaster’s first female CEO. She is reportedly a strong contender for the role of BBC director-general, which is currently vacant. Both Channel 4 and Sky have refrained from commenting on the developments.

Mahon joined Channel 4 in 2017 as its first female CEO and has been talked about as a potential candidate for the vacant BBC director-general’s role. Channel 4 and Sky declined to comment.

Geoff Cooper, chair of electrical goods retailer AO, who was appointed chair of Channel 4 earlier this year, has overseen the search for the new chief at a critical time for the broadcaster. 

Others linked to the role included All3Media CEO Jane Turton and YouTube UK managing director Alison Lomax. Channel 4 had also been in talks with Netflix executive Emma Lloyd about the job.

Channel 4 needs to develop a long-term strategy to secure its future as audiences move increasingly to digital platforms such as YouTube and TikTok for their entertainment and news.

This is particularly true of the younger audiences that Channel 4 aims to serve, leaving it with a challenge about how to stay relevant.

The group has already focused on being “digital first” and shifting greater numbers of its viewers to its own streaming and social media platforms.

Dogra will need to accelerate these efforts, as well as secure commercial agreements that can replace declining advertising revenues from its traditional linear channels. 

Earlier this year, Dogra helped lead talks to strike a deal between Channel 4, ITV and Sky to launch an advertising marketplace that allows easier access for small and medium-sized businesses to their ad inventory

Dogra will need to oversee a number of other important strategic moves, including developing its own in-house production for the first time. Channel 4 has previously commissioned its programmes from independent production groups, supporting the wider TV industry, but has now agreed with the government that it can make its own shows.

The new boss will also need to move Channel 4 out of its central London headquarters on Horseferry Road, which is due to be sold.