In the case of Channel 4 at least, chief executive Andy Duncan can claim that it wasn't his fault the channel didn't jump on the Freeview bandwagon. At the time he was in charge of marketing at the BBC and was one of the reasons why Freeview became successful. Current BBC boss Mark Thompson was the man who said no for Channel 4.
But ITV in the shape of Granada and Carlton were the people who really missed out. Having lost pounds 1.2bn between them on the first incarnation of digital terrestrial television when ITV Digital went bust, both then decided not to join Freeview and, as a result, completely missed out on DTT's successful reinvention. It was hardly one of the great business decisions - a bit like heads you lose and tails you lose.Reuse content