[Rory]

C4 are trying to find alternatives to rely on since it will be ending. They're putting their funding into other projects rather than Big Brother because they can see a decline in ratings. They aren't putting all of their eggs into one basket, they're trying to spread it out and spend money of their budget on other areas which could be successful in the future. Like Channel 4's Film4, which produced Slumdog Millionaire, In Bruges, and Happy-Go-Lucky - all Oscar Nominees (and in Slumdog's case a major Oscar winner).

They've already gotten rid of their forums to save money. Yes, BB is a major income for them but they're trying to see how minimal they can make their spending on BB. C4 really need the money right now as well.