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To date, Channel 4 is increasingly challenged to come up with even more effective decision making strategies directed towards effective branding, cross media development, on-going operational matters, diversification as well as channel strategy. However, Channel 4 is favored by high level of investment in the making go programs and it is characterized by high diversification levels. British television is characterized by multiple forces, goals and programming approaches and is keener in absorption rather than redirection as a response to new and ever increasing market demands (Catterall 15). Channel 4 caters for specialist and minority groups totaling to approximately 10% to 20% of British viewers. Stiff competition has been the major factor that has pushed changes in the British television industry since the early 1980’s, due to a multi-channeled system.
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