Channel 4, Britain’s second commercial web, will for the first time handle its own program sales to broadcasters and distributors in the United States, it announced Wednesday.

For the past 10 years, Washington-based Devillier Donegan Enterprises has represented the Channel 4 catalog in the U.S., selling shows like “Desmonds” to Black Entertainment TV, “Whose Line Is It Anyway?” to Comedy Central and most recently “The Rector’s Wife” to WGBH Masterpiece Theater.

The move to direct distribution comes six months after Channel 4’s international sales arm was floated off into a separate company wholly owned by the broadcaster.

Self-confidence

Channel 4 Intl. managing director Colin Leventhal commented, “Devillier Donegan have done a terrific job for us over the past decade. They introduced Channel 4 to a highly selective market and have placed us in a fantastic position to sell direct in the future. We now have the confidence and resources to cover the market ourselves and are grateful to DDE for their enormous help and support.”

The Channel 4 Intl. sales team already handles co-productions and pre-sales with the U.S. Recent deals include “The Bureau,” co-produced with WETA, and “21 st Century Jet,” co-produced with KCTS.

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