Media
More4 chief "mistrustful" of ratings data
Published Tuesday, Aug 29 2006, 23:19 BST | By Neil Wilkes

Referring to the BARB sampling size - just 5,100 homes - Dale suggested that the figures produced are inaccurate for gauging the real audience of a minority channel such as More4.
"Sometimes 10,000 people watch a programme, then the next night 150,000 may watch it," he said at the Edinburgh TV Festival at the weekend.
He added that, from the perspective of a controller, ratings were not the only measure of success: "By and large, [you ask] 'Is there a reverberation about the programme?'"
Meanwhile, Dale said he was "not embarrassed" about the channel's repeats of C4 shows such as Deal Or No Deal and A Place In The Sun. "The critical thing for me is to get a lot of people through the door," he reasoned, "so they can get an idea of what the channel is about."
Separately, programming head Kevin Lygo agreed that the strategy was a good way of getting "more bang for your buck".
"[Some of our] documentaries are absolutely brilliant… [and] they so often only get shown once on Channel 4," he said. "More people will get to see it and I think that’s a completely legitimate… pragmatic [strategy]."
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