Channel 4 Appoints Priya Dogra as New Chief Executive Amid Industry Shake-Up
The Channel 4 board has agreed to appoint Priya Dogra as its new chief executive, with her expected to start in the new year. Dogra currently serves as head of Sky's advertising, data and and new revenue, having joined Sky in 2024 in a newly created role. She previously was managing director for Warner Bros Discovery in Europe, the Middle East, and Africa. At Sky, Dogra has managed Sky Media, overseeing ad sales for Sky as well as third parties including Channel 5 and Warner Bros Discovery.
Her appointment comes at a critical time for Channel 4 as the broadcaster faces a potential takeover of ITV by Comcast, a deal reportedly worth around £1.6 billion. This takeover could reshape the UK television advertising market, in which Channel 4 currently controls about 26% of traditional TV advertising. The proposed Comcast-ITV deal is seen as one of the biggest threats to Channel 4 in its four-decade history.
Priya Dogra succeeds former Channel 4 chief executive Alex Mahon, who left in 2025 to join Superstruct. Since Mahon's departure, interim chief operating officer Jonathan Allan has been leading Channel 4 and had been considered for the permanent role. The Financial Times first reported Dogra's appointment, but Channel 4 declined to comment further.
