What is C4 for?
- Published: 30 October 2007 18:11
- Author: Liz Thomas
- More by this Author
- Last Updated: 31 October 2007 18:56
Broadcast asked a variety of industry figures for their views on what C4 stands for now and in the future.
There is much to celebrate as C4 reaches its quarter century but there is little doubt that it’s had a difficult year. Liz Thomas asked a cross section of industry figures for their views on what C4 stands for now and in the future.
The MP
John Whittingdale, chair of the Media Select Committee (Conservative)
What is C4 for?
Margaret Thatcher’s government gave spectrum to a new state-owned broadcaster with a remit to provide programming for minority audiences not catered for by the existing broadcasters. That remit still stands.
What are C4’s strengths?
Often controversial, sometimes infuriating, C4 has shown a willingness to take risks and commission programmes which other broadcasters have shied away from.
What are C4’s weaknesses?
It needs to refocus on its original remit and update it for the digital age.
What are the key challenges C4 faces?
As the UK moves towards analogue switch-off, C4’s financial viability may come under strain, as identified by Ofcom. In these circumstances there may be a case for public subsidy, either direct or indirect. It is right to resist the idea of taking public money unless it becomes unavoidable.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
In a world of four, 40 or 400 channels, there will remain a need for an alternative public service broadcasting voice which C4 has for the past 25 years successfully provided.
The agent
Hannah Chambers, comedy manager and managing director of Chambers Management
What is C4 for?
I see C4 as the edgier terrestrial channel which isn’t afraid to let its talent push the boundaries a bit further.
What are C4’s strengths?
C4 is perfectly positioned in the market to support and progress the newest talent. It also supports brilliant programming that doesn’t always get the high ratings other terrestrials demand in certain peak slots. It understands certain new programming can take time to find an audience.
What are C4’s weaknesses?
Some established talent moves on after being nurtured by C4 because there simply isn’t enough to keep them at the channel.
What are the key challenges C4 faces?
I think C4 needs to work hard to establish what exactly its style of programming and scheduling is. The challenge to C4 will be to keep its reputation as the broadcaster for edgy comedy and documentaries but still to appeal to a wide enough audience to continue to be a viable financial entity.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
I believe it does and I don’t see any reason why this will change in 10 years.
The former C4 exec
David Brook, consultant and former C4 director of strategy and development
What is C4 for?
There are three elements to C4’s remit: innovation, creativity and diversity - that is what it should stand for. These should be applied not just to programmes but across the company.
What are C4’s strengths?
Its marketing has been consistently good.
What are C4’s weaknesses?
My view is that the broadcaster has lost its way and forgotten what its point is. It’s too driven by commercial requirements.
What are the key challenges C4 faces?
To rediscover its purpose. There is a question mark over whether the current regime is able to do that.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
It does if it can ensure its financial independence from government and if it refocuses on those three elements of innovation, creativity and diversity. These PSB statements should be thought of as a privilege not a burden.
The trade body
John McVay, Pact chief executive
What is C4 for?
What it has always been for - to innovate, to do things others don’t.
What are C4’s strengths?
The brand is still a strength but the broad consensus is that it has lost its way. However, it does still connect with many of those turned off by mainstream TV.
What are C4’s weaknesses?
It can struggle to find the balance between commercial necessity and innovation.
What are the key challenges C4 faces?
To make sure that it stays as relevant and important over the next 25 years. The days where being number four on the EPG is enough are over. They need to think about how they will engage viewers in digital and broadband beyond 4oD.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
Yes. I hope my kids will grow up being C4 fans as much as I have but they will do it in a different way and C4 needs to be ready for that.
The talent
Jon Snow and Krishnan Guru-Murthy, C4 newsreaders
What is C4 for?
JS: Public service broadcasting with attitude; a resource that sets British broadcasting apart from the deteriorating standards that dominate TV across the world. There is no other broadcaster on earth that sports such high-powered output of news and current affairs.
KG-M: C4’s purpose is to be the irresistible and seductive outsider that kicks down doors. It is there to tell the truths others shy away from, to explore the passions and tensions of the modern world, to give voice to those misunderstood or ignored by the mainstream.
What are C4’s strengths?
JS: The C4 brand and the fact it is publicly owned but commercial, depending neither on shareholders nor taxes.
KG-M: C4’s strength has always been about finding wonderful talent that eventually ups and leaves - from drama directors and Jonathan Ross to the alternative comedy of the 1980s.
What are C4’s weaknesses?
JS: Too small and too dependent upon advertising in a shrinking market.
KG-M: I think C4 needs a great Friday night entertainment hit that we will look forward to watching and still be talking about on Monday morning.
What are the key challenges C4 faces?
JS: To develop its strengths across all platforms. To retain and sustain attitude.
KG-M: C4 needs to keep its confidence, rebut the nonsense from knee-jerk critics who don’t seem to watch or enjoy TV, and we need to resist becoming either a purely commercial enterprise or a mini BBC.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
JS: Amazingly in a world in which ITV has receded and the BBC has lost its balls, C4 still remains the seriously distinctive quality broadcaster in Britain.
K-GM: Of course it does. C4 needs creative flexibility without having to keep checking things against a constitution or stifling rules. If there is no clear place for C4, television won’t be worth working in.
The indie
Danny Fenton, Zig Zag Productions managing director
What is C4 for?
To offer an alternative view on the world. To be cheeky, controversial and counter-intuitive. To represent the quality standard of British TV and the independent voice.
What are C4’s strengths?
Originality and high standards.
What are C4’s weaknesses?
Arrogance and narrow vision.
What are the key challenges C4 faces?
Dwindling budgets and audiences.
Does C4 still have a clear place in the broadcasting landscape, both now and in 10 years’ time?
It still has a unique offering right now but in a multichannel world it is going to become harder for it to punch through.
