Australia-based B2C talent platform Airtasker announced Thursday that 4 Ventures, the venture arm of the UK’s Channel Four Television and a media-for-equity partner, will invest AUD 6.5 million (£3.5 million) for a 20% stake in Airtasker UK, the company’s UK subsidiary.

Airtasker said the investment will enable it to accelerate growth in its UK marketplace through access to the UK’s largest free streaming service — with more than 1.2 billion views per year — and Channel 4’s monthly reach of more than 47 million people.

Channel 4 Ventures is a corporate venture activity for Channel 4, which invests in high-potential, early-stage companies using a media-for-equity model.

Channel 4’s programming includes popular shows such as Big Brother, Gogglebox, Channel 4 News and Black Mirror.

 “We are super excited to welcome 4 Ventures as a strategic partner in Airtasker UK,” said Airtasker Founder and CEO Tim Fung. “In Australia, we were able to leverage the power of television to make Airtasker a household brand and achieve 20x revenue growth over five years together with Seven West Media — and we believe we can do even better with Channel 4 in the UK.”

Vinay Solanki, Head of 4 Ventures, expressed excitement about the partnership and the opportunity to work with Airtasker. “We’re looking forward to partnering with Airtasker to help support the launch of this unique marketplace in the UK,” Solanki said. “A key strength of Airtasker is that it enables people to earn additional income through flexible working on their own terms which will no doubt be a benefit to audiences during the current economic climate. We hope that Airtasker’s brand will quickly realise the significant reach and awareness that is only possible through the powerful medium of TV advertising.”

Last month, Airtasker announced the appointment of Cass O’Connor as the new chair of its board, effective 1 July 2023. The group said the appointment will help drive the new partnership and other media partnership opportunities.

“Cass is an accomplished leader with extensive experience in strategy, technology and digital media through a number of board and executive positions  at some of Australia’s most successful technology companies,” the company stated.

Airtasker reported revenue increased by 56.9% to AUD 21.8 million (USD 14.7 million) for the six-month period ended 31 December 2022.