Pritchard completes Channel 4 exec team

Channel 4 chief executive David Abraham has completed his senior management team with the appointment of Gill Pritchard to the new role of director of audience technologies and insight.

Last June, Abraham announced plans to cut Channel 4's executive board from 14 members down to just seven, while also creating a greater sense of connection between the online and television teams.

Pritchard becomes the final notable new appointment in a position overseeing the monitoring of how audiences are consuming Channel 4 shows.

Abraham said that Pritchard will help collate, develop and interpret audience data to "inspire new ideas and maximise Channel 4's competitiveness as a media provider".

Previously, Channel 4 relied on surveys from a panel managed by the British Audience Research Bureau (BARB) to judge how well its programmes were being perceived.

Pritchard, who joined Channel 4 as director of strategy in 2008, will now study data gained from the Channel 4 website, 4OD on-demand service and other platforms to give a more accurate portrayal of viewer behaviours and preferences.