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?

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Learn more:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
• Learn more about Channel 4 at channel4.com
• Connect with Rak on LinkedIn

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Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every month. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.