SWOT AnalysisChannel 4 (C4) has a history of innovation and survival, and now as it enters the future it must continue to develop and innovate in order to survive and grow. C4 has its share of strengthsand weaknesses and has opportunities to exploit and threats of which to be wary. C4’s strengths include increases in revenue over the last few years. With this increase C4 can continue to invest in and grow its company. Next, C4 was able to find its target audience, being the age group of 16-34 years old. Knowing the target audience C4 can provide appropriate programming for this age group and sell advertising that suits the target age group as well. Lastly, another strength is its ability to produce quality programming, exemplified by its nomination for 17 Oscars in 1994.Channel 4 has had some weaknesses it could improve upon as well. One being that C4 tends to lose bidding wars against its competitors who have larger budgets. Another weakness is that C4 cannot produce its own content and must obtain it from another source, C4 cannot produce its own advertising. C4 has also been criticized for not risking enough, especially duringthe dot.com boom. C4 is also presented with lots of opportunities for exploitation in the coming years. UKTV is always changing and C4 should take advantage of this. C4 can invest more of itsresources into online TV platforms such as interactive TV and new delivery methods of content. Furthermore, if C4 continues to keep the quality of its content high, it may add a subscription plan for customers to pay for. Overall, the technological innovation seen over the last 30 years should allow for C4 to continue to innovate and obtain a larger audience share.