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Channel 4's audience share has fallen below 10% for the first time in 12 years, according to viewing figures released yesterday.
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Channel 4's decline could have been even more marked had it not been for the strong performance of four programmes: Big Brother, Wife Swap, Property Ladder and How Clean Is Your House? If the public's passion for lifestyle and reality programmes wanes, it could find itself in an even stickier position in 2004. But the arrival of The Simpsons, which will be screened five nights a week and paired with the teen soap Hollyoaks, could offer a lifeline.
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Channel 4 audience dips below 10%