Channel 4 says it is working to a similar timetable, although the deals will not figure on its free-to-view channel as all available airtime has been committed. Instead, it is offering time on its FilmFour subscription channel and upcoming E4 entertainment channel.
Similar thinking is pervading the agency word with eMCSaatchi, the internet offshoot of the eponymous brothers, bartering work for a stake in smarterwork.com. Says eMC’s chief executive Eben Lenderking: 'We get several offers every single day from internet companies to swap equity in return for producing their ads.' Ad shop St Luke’s also plans to take a holding in smartgroups.com in part-payment for its launch campaign later this year.