Like all good brands, Channel 4 keeps an eye on how the world is changing and makes sure it adjusts its offer and brand when those conditions change.
They needed to know what’d happen when everyone had 200 channels to choose from and an Electronic Program Guide (EPG) to flick you from one place to another.
Would viewers become promiscuous and roam the airwaves looking for the best ‘fix’ or would they still feel loyalty towards their favorite channels?
The answer was not as apocalyptic as was feared and a combination of a reliable quality offer and the underlying habitual behavior of the human mind meant we suggested C4 continue to underpin their quality offer and develop their brand. Several years later and anarchy has not broken out, as yet, in the digital TV landscape.
