Channel-hopping madness. (leader)

Brand Strategy, March, 2002

"The digital revolution is upon us. And it's handbags at dawn for the major players.

Last month, Channel 4 launched an attack on the BBC's proposed plans for BBC Three -- a digital channel for 16-34 year-olds. It claims that the current outline for the new channel, as yet unapproved by culture secretary Tessa Jowell, does not provide anything new for viewers.

These tart remarks follow earlier criticisms from the BBC regarding Channel 4 and its digital E4 service. BBC chairman Gavyn Davies commented that that Channel 4 and E4's content relied heavily on US imports to reach young people.

Davies' remarks came in the wake of the launch of two new BBC digital channels for children -- CBBC and Cbeebies. The corporation's arts-based BBC Four kicks off in...