4 Learning has appointed specialist sponsorship agency EPR to find a candidate to take on the sponsorship package, which will include branding across the Channel 4 schedule as the sole sponsor of the 4 Learning schedule trailers. A source close to the pitch at EPR said the package 'is likely to be worth between three and four million pounds.'
The initiative is the first by 4 Learning managing director and former BBC governor Heather Rabbatts, who joined in December, to close the department's sizeable operating deficit.
Rob Woodward, managing director of C4's commercial arm 4 Ventures, told Broadcast in December that the cost of running 4 Learning exceeded its revenues by around 20 per cent. Its turnover was £20 million, and that included £15m of hand-outs from Channel 4 with the remainder coming from the government, sponsorship and the sale of support materials.
An EPR spokesman said the pitch would primarily target 'IT companies, finance companies and banks.'