Channel 4 steady, but feeling ad pinch

August 22, 2008 A year after Channel 4's decision to move away from commercial hits like "Celebrity Big Brother" in favor of more public service content, director of television Kevin Lygo said the broadcaster is maintaining overall audience share but being squeezed by the advertising downturn. Speaking Friday at the launch of the broadcaster's fall season, Lygo said that, while audiences for Channel 4's group of channels, which includes More4 and E4, have "held steady" with 12% of total viewing, the company is feeling the effects of an advertising recession. Topping the fall schedule will be a "state-of-the-nation" study on British family life that will feature a new observational documentary "The Family," which provides an intimate portrait of family life in the 21st century.

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