Channel 4's audience share over the past six months is 9.5%, down from 10% last year, according to figures from Barb, partly due to the lacklustre performance of shows like 'Boys & Girls', now cancelled, and afternoon chat show 'Richard & Judy'.
'Big Brother''s fourth run has also proved to be a disappointment in the ratings. Last year, it drew Channel 4's biggest audience to date, and while the first night was a big hit with 8m viewers, ratings have declined as the current crop of housemates fail to ignite the public imagination.
Other terrestrial figures to hit 10-year lows are ITV1's Saturday night ratings, with new game shows 'Judgement Day' and 'The Vault' only pulling in 3.3m and 3m viewers respectively.
Meanwhile, audiences at Channel 4's digital station E4, home to first runs of popular series including 'ER' and 'Friends', continue to rise, as do viewing levels at Sky One and ITV2.
Terrestrial television has been hit by the introduction of Freeview, the free digital television service, which has been taken up by more than 1m households since it launched in October last year.
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