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In Research Insight we look at what, why and when people watch TV and provide audience insight to help our commissioning teams and schedulers understand our viewers. This presentation is a summary of key insights of our performance, reputation and consumer understanding. Research Insight at Channel 4 A Brief History of Channel 4 The schedule *The schedule is subject to change This is the most recent example of what Channel 4 is currently putting on air: Channel Share BARB, 2001-2010 (up to 31st Oct 2010), Network homes Individual share YTD 2010 16-34 share YTD 2010 ABC1 share YTD 2010 7.0% 9.3% 7.4% Over the past decade, the television industry has seen a sharp growth in the digital market and share of viewing to digital channels is now 44%. Channel 4 has averaged a 7.0% share in 2010. Digital channels BBC1 ITV1 C4 FIVE Channel 4 kept its competitive edge in the growing digital market by launching four new digital channels that have continued to grow and helped to maintain a strong portfolio performance. Now amongst 16-34s, E4 can outperform Channel Five in certain timeslots.  BARB, 2001-2010, Network homes 10.1 10.6 10.3 10.5 11.0 12.1 11.9 11.8 11.5 11.5 Our Portfolio BARB, Jan-Oct 2010, Network homes, C4 Total. Channel 4 viewers are younger and more upmarket than other commercial broadcasters 55+ 45-54 35-44 16-34 Age Social Grade Sex ABC1 C2DE Female Male The profile of the Channel 4 audience throughout the day Channel 4 is the most talked about commercial TV channel for 16-34s (TGI 2009) Channel 4 is watched by 21 million ABC1s every month (Barb Jan-Nov 09) Channel 4 makes people think about things in new and different ways, more than any other terrestrial channel (Ipsos Impact Tracker, 2010) Research also shows that Channel 4 is renowned for creating new and exciting content and for covering ground other channels wouldn’t % of people saying each channel is best for… Source : C4 Image Tracker, 2010. Base: 4,000 UK Adults Channel 4 is a distinctive an