ITV Concerned Over C4 Performance

Concern would appear to be increasing amongst both ITV companies and the ITC with regard to the growth of audience share being achieved by Channel 4 – with George Russell, chairman of the ITC, quoted as having suggested C4 was ‘destabilising ITV by attracting too many viewers’.

Looking at the first five months of 1993 Channel 4 has been the only terrestrial channel to achieve year on year growth in terms of monthly share of audience (individuals) – with a peak figure of 11.7% in April. In terms of the share achieved if looking at combined ITV/C4 hours of viewing over the same period ITV have an average of 78.08% and C4 21.92% – compared to an average for the whole of 1992 of 80.1% and 19.9% respectively. Key 2 for Monthly Share of Audience (ITV & C4). Channel 4’s share of revenue according to Mediatel’s agency estimates has averaged at just over 17% of the total ITV/C4 revenue.

According to C4, ITV’s concern stems from their underestimation of C4’s ability to pull in audiences, with ITV being accused only last month of under- selling C4 between 1989-1992. C4 do not believe they would be able to achieve a very much higher share than at present given their remit restrictions.