Letter - Negative or positive? C4 analysis is lacking

Your 'What the Papers Say' article (PRWeek, 13 April) demonstrates what a blunt instrument evaluation can be when it comes to qualitative measurement of message delivery.

You report that the news coverage surrounding publication of LEK's report contained significant 'negative' messages concerning Channel 4's future financial performance. But these are precisely the key messages we have been seeking to communicate in support of our lobby for new forms of public support to replace our gifted analogue spectrum, which will disappear by 2012.

As Channel 4 knows better than most, after 25 years of challenging convention and courting controversies, perceived negatives can easily be positives when viewed from an alternative perspective.

Matt Baker, head of press & publicity, Channel 4.

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