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Is Channel 4 cutting its own throat?

Posted in Media, Branwell Johnson, Latest reporters' blogs August 24th, 2007 by Branwell Johnson

It’s a brave and bold move by Channel 4 to ditch the reality TV format as entertainment rather than as “observational documentary”, as the broadcaster’s latest press release puts it.

So farewell Celebrity Big Brother (being “rested” for now) along with Brat Camp, You Are What You Eat etc. Hello to The Family, the aforementioned observational doc looking at 21st century family life – although won’t everyone be sitting on the sofa watching reality TV?

But seriously, how will advertisers respond to this slightly more sober programming strategy unveiled by content chief Kevin Lygo? Is Channel 4 giving up the chase for the young and trendy demographic delivered by reality TV? Or following the debacle over Shilpa Shetty has it sensed an early shift in public opinion and a swing away from these frothy, not necessarily completely truthful, formatted reality shows?

Some advertisers responded in bravura fashion to the Celebrity Big Brother row – notably sponsor Carphone Warehouse – by not placing ads in the breaks. But with a whole swathe of this type of programming now swept away one can imagine they may not be too happy. Coupled with the news that C4 is to buy less US imports, there must be a worry over what kinds of audience the broadcaster will now attract. The Sopranos, Six Feet Under and, back in the day, Friends were vital in attracting an urbane and urban audience.

Lygo and chief exec Andy Duncan have delivered admirable broadcasting sentiments about public service delivery and the channels’ “iconoclastic and individualistic” position – but the sales team will have to present media agencies with some inventive and heavily supported arguments to retain many of the clients now advertising.

To read the related news story on this issue click here