Channel 4 has never sought to be the biggest broadcaster but it does set out to be the broadcaster that has the most to say. In a climate of economic recession, and with increasing competition in a multi-channel environment, Channel 4 makes its top priority the distinctiveness, the imaginative and the social impact of its programmes.

We will champion, for viewers and the creative community in equal measure, an interrogative independence of mind, a defence of cultural freedom and diversity, the free play of the individual imagination and an interactive relationship between our programmes and our audience.

In 2002 and beyond, Channel 4 will take an equally distinct attitude to the competition for ratings. We are a commercial broadcaster; unlike the BBC, the other public sector broadcaster, we depend for our revenues entirely on the market. However, we pay our dividend direct to viewers and not to shareholders. Our strategy is to attract sufficient numbers of the audiences most valuable to advertisers to provide the revenue to fund the ambitious programmes that it is our remit to make.

The maintaining of our broad reach across the population remains a benchmark of our influence, but the maximising of our total share of viewing is not a priority. Rather we will focus on how best to secure our reputations for original programming among our target audiences.

Channel 4’s remit states we should foster the new and experimental, and encourage innovation in style, content, perspective and talent.  In 2002/3 we aim to focus on these ambitions, setting Channel 4 apart from other television channels.

We will encourage diverse and innovative programmes and services.  We will continue to provide a benchmark of quality that competes with both commercial and public service broadcasters.  We aim to keep ahead of the competition in innovations across our terrestrial and other platforms, offering an outlet for new ideas, talent and formats.

As the independent voice of public service broadcasting, we will stand out from digital channels in the multi channel environment in our response to events and the way we reflect the emerging culture surrounding us.

• We will leave the mark of the year on our schedules.
  
  
• Our programmes will encourage individual authorship, the personal signature of producers and on screen presenters. We want to attract the best talent and a diversity of voices.
  
  
• We will champion risk and non-conformism in all genres of programmes.
  
  
• In 2002/3 we are committed to building long running UK produced drama series.  We will also produce our most ambitious landmark dramas from Britain’s foremost writers.
  
  
• In Comedy and Entertainment, we will establish clear zones during the week where new talent can be supported by our established brands.
  
  
• We will set aside programmes and resources to encourage new talent on screen and behind the camera.
  
  
• We will position the Channel as the home for social documentary. We aim to attract the best documentary makers from Britain and across the world.
  
  
• We will commission seasons and clusters of programmes to underscore contemporary issues of public interest and bring a campaigning edge and interrogative perspective to our coverage.
  
  
• We will cover a wide international agenda in our current affairs and documentaries in 2002 and 2003.
  
  
• Education is core to the Channel. We will focus on series with strong educational values for the Channel, on valuable Programme Support, and in 4 Learning we can offer innovative informal learning and respond to the audience’s increased demand for new media. 
  
  
• Channel 4’s reputation for risk and non-conformism appeals to a younger generation.  We can bring that audience to public service broadcasting.  As an example, the innovative news and information offered by the new Breakfast show will connect to a younger audience and contemporary lifestyles.
  
  
• Diversity is key to the Channel.  We will continue to bring multicultural programmes into the mainstream schedule and keep a multicultural perspective in all programme genres.
  
  
• Channel 4 will use a wider range of production companies than any other broadcaster, and we will spend 30% of our production resources outside London.  The Channel is committed to working to develop the independent production sector and encourage a diversity of talent, as well as making a major contribution to the creative industries in cities across Britain.