[Shasown]

Channel four have taken a risk by not renewing the contract, while it is possible another television station picks up the contract and makes a go of it that would only be a little embarassing for C4.

C4 are hoping whatever they get/have lined up to replace it next year attracts not only more viewers than BB but also attracts more money from sponsors and advertisers. Its if the replacement program(s) dont generate the same or greater revenue than BB for the station they are going to be very embarassed