Between the Lines: Duncan is right to shun five
campaignlive.co.uk, Friday, 19 November 2004 12:00AM
When Andy Duncan arrived as Channel 4's new chief executive, he began hatching a plan to "futureproof" the channel.
So not surprisingly, it emerged this week that C4's merger discussions with its rival five (begun by Duncan's predecessor Mark Thompson) have been ditched (page 5). Hitching C4's star to the pedestrian, shamelessly populist five would have undermined all that C4 has proudly stood for since its launch in 1982.
But Duncan's decision is about more than creative incompatibility. In an increasingly multichannel TV world, C4 is finding it ever harder to meet its public service remit out of its advertising purse and Ofcom's plans to set up a public service publisher will exacerbate the issue.
It's vital C4 is given sufficient funding to return to its innovative, edgy public service heritage. Duncan's next task is to work out how to make a strong case for a mixed-funding formula, common on the continent (page 17). If he can pull this off, Duncan could prove to be C4's most successful chief executive for some time.
This article was first published on campaignlive.co.uk
- Product Translator - German Creative Recruitment £80 - £100 per day, West London
- Marketing Officer (8 weeks / 2 month contract) Stopgap £25000 - £28000 per annum, West Midlands
- PR Account Manager Blue Skies Marketing Recruitment £30,000 to £40,000, South West London
- Interim Marketing Consultant Stopgap £600 - £650 per day, North West England
- Personalisation Analyst Aspire £30000 - £35000 per annum + bonus and benefits, London
- Google's European leader says viewing habits are 'changing dramatically'
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Adam & Eve/DDB grabs £100,000 prize from Posterscope