Channel 4 to become 'entertainment brand'

Channel 4 has to break away from television to become an "entertainment brand" active in everything from mobile phones to computer games, its chairman said. Luke Johnson, chairman since January last year, said it had been wrong not to expand out of television earlier and now had to move fast to keep up with the competition.

Channel 4 was taking the threat from personal video recorders seriously and had established a research unit to examine how audiences use PVRs, he said.

Mr Johnson was cautious about their impact, because the people using PVRs, also known as digital video recorders, were early adopters and it was not yet known how the mass market would use them.

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