Jonathan Allan is Channel 4's Chief Commercial Officer and is responsible for overseeing the entire revenue earning activity of this unique British corporation, which annually generates over Ã‚Â£1billion. Additionally Jonathan is leading Channel 4's landmark 4 All The UK Nations & Regions strategy, the biggest structural change in the corporation's 35 year history, including the pitch process for establishing a new National HQ and two creative hubs in the UK. Channel 4 is the only publicly-owned, 100% commercially-funded public service broadcaster in the UK. Its state defined remit to be innovative, experimental and distinctive, combined with not-for-profit status, ensures all profit generated by its commercial activity is directly reinvested back into public service content across its network of channels. Under Jonathan's leadership Channel 4 is industry leading in the delivery of commercial innovation, working with brands and agencies to adapt in the face of unprecedented technological advances. As the first UK broadcaster to embrace first party viewer data, Channel 4 has pioneered programmatic enabled data-driven marketing solutions to build creative, future facing, commercial partnerships that engage audiences across its channel portfolio and sales house partner channels UKTV, BT Sport and Box TV. This approach saw Jonathan's sales team take the coveted titles of Campaign's Medium of the Year in 2015, and in 2016 Campaign's TV Sales Team of the Year for the third year running. In 2016 Jonathan established Channel 4's Diversity in Advertising Award in which the broadcaster committed to give away Ã‚Â£1million of commercial airtime every year until 2020 to improve diverse and inclusive representation in TV advertising. Jonathan also oversees Channel 4's innovative Indie and Commercial Growth Funds which have helped many entrepreneurial creative companies across the UK achieve growth and generate financial returns for Channel 4.