E4 Celebrates First Night Success

E4 managed to secure the top-rated programme across all multichannel services during its launch night (see Ali G Launches E4). The second edition of the new series of Friends was watched by an average 560,000, with a peak audience share of 6%.

In an overall analysis, however, it was pipped to the post by rival entertainment channel Sky One, which secured 4.9% share of all viewing in multichannel homes, compared to 3.6% on E4. Sky One broadcast Temptation Island as a spoiler to the new channel, and this programme pulled in a 7% share of the audience, according to unofficial overnights.

Gerry Bastable, managing director of pay-tv and digital, said: “By any measure this is a stunning performance for a new channel. With the Sky Digital deal having been signed so late and with E4 in just two-thirds of the homes that Sky One broadcasts too, to be matching the market leader blow for blow and even beating it in some time slots is an incredible achievement. Viewers, advertisers and our competitors know that E4 has arrived.”

The 15-minute launch programme hosted by Ali G secured 280,000 viewers (3%), as did the first episode of ER. Overall the channel was the third most popular multi-channel service across the entire day, with a 1.4% share of all viewing.

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