C4 not for sale, insists CanWest

CanWest MediaWorks has reaffirmed a long-term commitment to music television channel C4, after speculation Sky Television could seek its frequency for a free-to-air station.

"C4 is not for sale, nor are we in negotiation with any prospective buyer," CanWest chief executive Brent Impey said yesterday.

He said the channel was performing well and was a key component of the company's television strategy.

"We are committed in the long term to growing and developing the channel."

Confirmation this week that Sky Television was exploring the concept of a free-to-air channel has sparked speculation that not one but three new channels could emerge.

MediaCom media strategist Michael Carney said he believed it would offer three channels, because if Sky wanted to use any of its existing ultra-high frequency channels for free-to-air broadcasting it had to move all its paying UHF subscribers to digital and that would free up three channels.

More channels would allow Sky to develop three different programming strands, segmenting its offering to better attract advertisers.

The view was not unanimous. Paul Maher, chief executive of media planning company Starcom, said he was not even sure one Sky free-to-air channel was financially viable.

"I don't think they have that many first-run programmes that they would be able to deliver to make the offering [of three channels] compelling enough."

Maher said hopes of more channels were being driven by an overheated advertising market.

"It is not our expectation that the market is going to continue to be that way [overheated] over the next 12 months," he said.