E4 slots in behind Sky1 and UK Gold

Following its January 18 launch, Channel 4’s new digital entertainment channel E4 is the third most watched basic digital entertainment channel after Sky One and UK Gold, according to the latest consolidated BARB data.

In just three months E4 has reached a 0.9 % share of viewing in digital homes. Among E4’s target audience of 16-34-year-olds, the figure rises to 1.7% – just 0.2% behind UK Gold. E4’s goal is to reach UK Gold's level of viewing within five years.

Surprisingly, there has been little or no cannibalisation of the Channel 4 audience. The combined viewign share for both Channel 4 and E4 is 14% higher than Channel 4's share in digital homes over the same period last year, and 18% up among 16-34s.

To date E4 has produced 12 new commissions including cult hit Banzai, due to rerun on Channel 4 from June. Three programmes have been re-commissioned for a return to E4 in the autumn: Banzai, produced by RDF subsidiary Radar; teen soap As If from Carnival Films; and RDF's tropical reality show Shipwrecked Extra. A further six new commissions are in development for spring 2001.