‘And so as the countdown to a new channel ends, a new countdown begins.’ Those were the first words spoken on Channel 4 in November 1982 by the late Countdown presenter, Richard Whitely. The question now is after twenty-seven years of established and controversial broadcasting, is the future bright or bleak for Britain’s 4th television station.
Channel 4 has been at the forefront of many groundbreaking and sensitive issues to millions of people. Who can forget the infamous lesbian kiss between Beth & Margaret on Brookside in December 1993. To a degree, despite the failings of ITV in recent years, Channel 4 is the biggest terrestrial broadcaster to suffer, thanks to the recession.
Advertising revenues have dropped significantly, major names have left for more lucrative deals elsewhere (e.g. Justin Lee-Collins recent defection to five) and top quality programmes have been dropped in a desperate attempt to keep the Channel in an established situation.
Paul O’Grady has left Channel 4 recently, he is moving back to ITV, and his show joins a list of others such as Wife Swap, Star Stories & the Secret Millionaire to have bitten the dust. Continued doubts remain over the future of the Sunday Night Project, T4 (the weekend winner for kids) and C4’s only decent attempt at the sporting market, the award-winning Channel 4 Racing. And whilst Hollyoaks, Dispatches, The Inbetweeners & Desperate Housewives continue to pull in the much-needed audience market, questions must be asked about the future of Channel 4 News, which is cutting back on its lunchtime programme, despite their impressive in-depth look at the major news headlines. Not forgetting, Deal or No Deal, which started as a rousing success in 2005, but has now become a serious bland of repeating nature that means the twenty-two red boxes have lost all meaning.
Of course, it is the axing of Big Brother which had suggested the company’s recent struggles. Starting in 2000, Big Brother became a national and international phenomena and a paramount view for many throughout an often wet summer. However, the racist row which dogged the Celebrity edition in 2007 meant it destroyed its public image and respect with many. After next summer, it will end up in the scrapheap and about time for an out-of-date format.
Despite all the doom and gloom, Channel 4 is still trying to promote new talent. Its ‘Generation Next’ series of last year turned into a massive hit, as has The Family and the comedy values which can leave any normal human being laughing in hysterics throughout the show. Peep Show and 8 Out of 10 Cats have been a pleasant distraction from the real-life problems that bug today’s society.
Andy Duncan is stepping down as Chief Executive at the end of the year and has overseen massive changes in his five years in the role. Can Channel 4 remain a strong force in today’s television industry? 2010 could be a make-or-break year for the company.
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