Philippe Dauman, the Viacom chief executive, was asked if Channel 5 beating Channel 4 in the ratings over a week for the first time last year — the statistical basis was hotly contested by its rival — made it a target to overtake. We also are not arrogant about our ambitions. It is a very competitive business. We are here to compete. We are here to win our viewership and we will be focused on providing great content on every platform. We will bring UK and global know-how and relentlessly pursue our objectives.
Dauman was emphatic that despite the Channel 5 acquisition, the biggest in his eight years as chief executive, Viacom was not about to look at other UK targets, such as ITV or major production companies.
Do not expect to see anymore big acquisitions from us. Big Brother has been a big performer we will leave it to the programming team to see where we go. Whatever may have happened [did so] not on our watch. We will work well with Omnicom. I think that we have a unique product. But, yes, we do have to evolve and give the viewers the opportunity to watch our content flexibly.
Such is the success of Channel 5 as a business model for Viacom that it has inspired the company to buy another free-to-air broadcaster — this time in Latin America. As for any more UK acquisitions, none appear to be on the horizon for the time being. But, as Lynn points out, Viacom is unique in the UK in owning a terrestrial station alongside its traditional assets.
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