In his first keynote speech since taking over from the BBC-bound Mark Thompson, Duncan told the Royal Television Society the channel had to continue to innovate and grow as the multi-channel market transformed modern television.
The bullish address came as Channel 4 and media regulator Ofcom acknowledged the publicly-funded channel would face financial difficulties in the long term as digital switchover took hold.
Instead of asking for an estimated £100m worth of public money to prop up the channel over the next four years, Duncan said its proposals for a combination of “self-help” and “indirect support” had been well received by Ofcom, while a subsidiary could still be on the table.
But Duncan said the broadcaster needed to preserve its independence, both in terms of structure and programming, if it is to continue to be “more than just a strategic piece of the PSB [public service broadcasting] jigsaw”.
He added: “We have an impact and influence which belies our comparatively modest share.
“Our ripples run far and wide. If our quirky, questing spirit is lost, we might as well all pack up and succumb to privatisation.”
The newly installed boss said the channel had increased its marketing budget for 2005 – an area of the broadcaster’s business in which he admitted would have a far bigger emphasis during the year.
Meanwhile, Duncan told the RTS audience that Channel 4’s new digital stand 4More would have a strong documentary and serious feel to it when it finally hits the screens later in 2005.
He said: “It’s a free-to-air channel, majoring on documentaries, but with some news and current affairs and the occasional thought-provoking feature film.
“More down-to-earth and accessible than BBC Four, it will be a public remit channel that will give viewers top quality factual material on tap.”
Channel 4 will embark on a major campaign to engage the under-35s in the run up to the general election in 2005, Duncan added, with a commitment to increasing its PSB obligations, “as other broadcasters are lobbying to reduce chunks” of their own.
By Kevin May
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