Duncan: Channel 4 Could Survive Digital Future As It Is
Channel 4’s newly appointed chief executive Andy Duncan has stated that the broadcaster could survive in the increasingly competitive multi-channel market without needing to change its current strategy or adapt its output.
Speaking at his first press conference as Channel 4 chief executive, Duncan responded to questions over the broadcaster’s future strategy and his plans while at the helm. While refusing to commit to any long term plans in detail, the new broadcast boss stated that Channel 4 was operating well and could prosper in a digital-only world with little tinkering to its current strategy.
Duncan said: “My personal view is I can see a scenario where, exactly in its current form, Channel 4 can have a very healthy future exactly as it is. At the same time there might be better strategies that involve changing in some way shape or form. He added: “One of my priorities is going to be to explore some of these issues, but I think it is certainly possible that you could not change anything and channel 4 could go on to have a very successful future, although that might not be the best approach.”
Touching on recent rumours of a merger with Five, Duncan said: “I have a genuinely open mind on what the right strategy is going forward, including partnerships, alliances and so on.” However, he refused to be drawn on the specifics of any such strategies.
Duncan joins Channel 4 from the BBC where his position as director of marketing, communications and audiences, saw him mastermind the launch of the highly successful Freeview service. Renowned as an expert in product branding, Duncan also delivered an assessment of the Channel 4 brand.
He said: “I think Channel 4 has a very strong brand and I think people understand what it stands for. In terms of distinctiveness it performs much more strongly than the other brands in television, and that reputation goes beyond broadcast.”
He added: “Channel 4 is seen as one of those young, risk taking brands and I think the reason for that is the substance of the programmes. The foundation of any strong brand is substance, and what that brand is about, so that reputation comes largely from fantastic programming over the years.”
Duncan also hinted at an overhaul of Channel 4’s marketing, explaining: “The work to refresh it and update it and make it even stronger in a digital world will rely on the programming, but it will also need fantastic marketing and brand work. Obviously with my background I will be very committed to that aspect of things.”
Commenting on Duncan’s appointment to Channel 4, Luke Johnson, chairman of the broadcaster said: “I think his appointment is a great coup for Channel 4 and he will serve the corporation well. He has a superb track record of innovation as a key architect of Freeview, perhaps the most successful media launch ever.”
He added: “Clearly he has not followed the same career path as previous Channel 4 chief executives, but the organisation does not face the same threats and opportunities as it did in the past. I am confident he will be a great leader and will enable Channel 4 to continue its tradition of success.”
Duncan joins Channel 4 as the broadcaster enjoys something of a winning streak. Recent viewing figures from BARB show that the channel enjoyed a remarkable start to the year, with audience share rising by 2.8% to 9.77%. The channel has enjoyed a string of hits including Shameless, Ramsay’s Kitchen Nightmares and the fifth series of Big Brother (see Channel 4 And Five Benefit From Viewer Migration).
Channel Four: 020 7396 4444 www.channel4.comRecent Television Stories from NewsLine Almost 25 Million Watch England’s Bitter Euro 2004 Defeat Ofcom Investigating Big Brother As Over 100 Complain Advertisers Welcome Report On Contract Rights Renewal
Subscribers can access ten years of media news and analysis in the Archive</</p>