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Channel 4 has released another spot advocating its risky approach to programming. 4Creative developed the ad, which opens with Musharaf – a boy with a stammer who appeared on the reality show Educating Yorkshire – talking about how a life lived without risks is worth nothing. Amid edits of various Channel 4 shows, a voiceover begins talking about the broadcaster’s policy of pushing boundaries with its programmes. The work was created by Chris Bovill and John Allison, and directed by Barry Dyer through 4Creative.