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S4C (, ''Sianel Pedwar Cymru'', meaning ''Channel Four Wales'') is a
Welsh language Welsh ( or ) is a Celtic language of the Brittonic subgroup that is native to the Welsh people. Welsh is spoken natively in Wales, by some in England, and in Y Wladfa (the Welsh colony in Chubut Province, Argentina). Historically, it has ...
free-to-air
public broadcast Public broadcasting involves radio, television and other electronic media outlets whose primary mission is public service. Public broadcasters receive funding from diverse sources including license fees, individual contributions, public financing ...
television channel A television channel is a terrestrial frequency or virtual number over which a television station or television network is distributed. For example, in North America, "channel 2" refers to the terrestrial or cable band of 54 to 60 MHz, with ...
. Launched on 1 November 1982, it was the first television channel to be aimed specifically at a Welsh-speaking audience. S4C's headquarters are based in
Carmarthen Carmarthen (, RP: ; cy, Caerfyrddin , "Merlin's fort" or "Sea-town fort") is the county town of Carmarthenshire and a community in Wales, lying on the River Towy. north of its estuary in Carmarthen Bay. The population was 14,185 in 2011, ...
, at the
University of Wales Trinity Saint David , image = Crest of TSD.png , image_size = 200px , caption = Coat of armsUniversity of Wales Trinity Saint David , established = 2010 (Saint David's College, Lampeter founded 1822 and opened 1827; royal charter 1828) , ...
's creative and digital centre, Yr Egin. It also has regional offices in
Caernarfon Caernarfon (; ) is a royal town, community and port in Gwynedd, Wales, with a population of 9,852 (with Caeathro). It lies along the A487 road, on the eastern shore of the Menai Strait, opposite the Isle of Anglesey. The city of Bangor is ...
and
Cardiff Cardiff (; cy, Caerdydd ) is the capital and largest city of Wales. It forms a principal area, officially known as the City and County of Cardiff ( cy, Dinas a Sir Caerdydd, links=no), and the city is the eleventh-largest in the United Kingd ...
. As of 2019–20, S4C had an average of 101 employees. S4C is the fourth-oldest terrestrial television channel in Wales after
BBC One BBC One is a British free-to-air public broadcast television network owned and operated by the BBC. It is the corporation's flagship network and is known for broadcasting mainstream programming, which includes BBC News television bulletins, ...
, ITV and BBC Two. As with
Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...
(which launched the next day in the rest of the UK), S4C commissions all of its programmes from independent producers.
BBC Cymru Wales BBC Cymru Wales is a division of the BBC and the main public broadcaster in Wales. It is one of the four BBC national regions, alongside the BBC English Regions, BBC Northern Ireland and BBC Scotland. Established in 1964, BBC Cymru Wales is b ...
produces programmes for S4C as part of its public service remit, including the news service ''
Newyddion ''Newyddion S4C'' (''S4C News'') is a Welsh-language news programme consisting of Welsh, UK, and international news, produced daily by BBC Cymru Wales and broadcast on S4C. Overview The main evening programme (branded ) is broadcast each wee ...
''. From its launch until 2010, S4C also carried English-language programming acquired from Channel 4, which could not be received over-the-air in most of Wales; these programmes aired in non-peak hours, and did not always air in pattern with Channel 4's scheduling. On
digital terrestrial television Digital terrestrial television (DTTV or DTT, or DTTB with "broadcasting") is a technology for terrestrial television in which land-based (terrestrial) television stations broadcast television content by radio waves to televisions in consumers' ...
, S4C has broadcast exclusively in Welsh since the platform's launch in 1998, with the existing bilingual schedule continuing on analogue television. After the completion of the digital switchover in Wales on 31 March 2010, Channel 4 became available on
Freeview Freeview may refer to: * Freeview (Australia), the marketing name for the digital terrestrial television platform in Australia * Freeview (New Zealand), a digital satellite and digital terrestrial television platform in New Zealand *Freeview (UK), ...
, and S4C ceased its carriage of English-language programmes. S4C offers translated, English-language subtitles for its Welsh programming.


Pre-launch

Before the launch of S4C on Monday 1 November 1982, Welsh speakers had been served by occasional programmes in Welsh, broadcast as regional opt-outs on
BBC Cymru Wales BBC Cymru Wales is a division of the BBC and the main public broadcaster in Wales. It is one of the four BBC national regions, alongside the BBC English Regions, BBC Northern Ireland and BBC Scotland. Established in 1964, BBC Cymru Wales is b ...
and HTV Cymru Wales (the ITV franchise in Wales), usually at off-peak or inconvenient times. This was unsatisfactory for Welsh speakers, who saw the arrangement as a sop, and at the same time an annoyance for non-Welsh speakers, who found the English-language programmes seen in the rest of the UK often rescheduled or not transmitted at all. On 14 September 1962, the ITV network had created a licence area for
North North is one of the four compass points or cardinal directions. It is the opposite of south and is perpendicular to east and west. ''North'' is a noun, adjective, or adverb indicating direction or geography. Etymology The word ''north ...
and
West Wales West Wales ( cy, Gorllewin Cymru) is not clearly defined as a particular region of Wales. Some definitions of West Wales include only Pembrokeshire, Ceredigion and Carmarthenshire, which historically comprised the Welsh principality of ''Deheub ...
, which was awarded to ''Wales (West and North) Limited''. This traded as Teledu Cymru and provided significant levels of Welsh-language programming. However, problems with transmission infrastructure and poor market research led to financial difficulties within two years, and after going bankrupt, the station was taken over by its neighbour
Television Wales and the West Television Wales and the West (TWW) was the British Independent Television (commercial television) contractor for a franchise area that initially served South Wales and West of England (franchise awarded 26 October 1956, started transmissions o ...
. During the 1970s, Welsh-language activists had campaigned for a television service in the language, which already had its own radio station,
BBC Radio Cymru BBC Radio Cymru is a Welsh language radio network owned and operated by BBC Cymru Wales, a division of the BBC. It broadcasts on two stations across Wales on FM, DAB, digital TV and online. The main network broadcasts for hours a day from ...
. Both the Conservative and Labour parties promised a Welsh-language fourth channel, if elected to government in the 1979 general election. Shortly after the Conservatives won a majority in the election, the new
Home Secretary The secretary of state for the Home Department, otherwise known as the home secretary, is a senior minister of the Crown in the Government of the United Kingdom. The home secretary leads the Home Office, and is responsible for all national s ...
,
William Whitelaw William Stephen Ian Whitelaw, 1st Viscount Whitelaw, (28 June 1918 – 1 July 1999) was a British Conservative Party politician who served in a wide number of Cabinet positions, most notably as Home Secretary from 1979 to 1983 and as ''de fac ...
, decided against a Welsh fourth channel, and suggested that, except for an occasional opt-out, the service should be the same as that offered in the rest of the UK. This led to acts of civil disobedience, including refusals to pay the
television licence A television licence or broadcast receiving licence is a payment required in many countries for the reception of television broadcasts, or the possession of a television set where some broadcasts are funded in full or in part by the licence ...
fee, thereby running the risk of prosecution or even a prison sentence, and sit-ins in BBC and HTV studios. Some took more extreme measures, including attacking television transmitters in Welsh-speaking areas. On 17 September 1980, the former president of
Plaid Cymru Plaid Cymru ( ; ; officially Plaid Cymru – the Party of Wales, often referred to simply as Plaid) is a centre-left to left-wing, Welsh nationalist political party in Wales, committed to Welsh independence from the United Kingdom. Plaid wa ...
,
Gwynfor Evans Gwynfor Richard Evans (1 September 1912 – 21 April 2005) was a Welsh politician, lawyer and author. He was President of the Welsh political party Plaid Cymru for thirty-six years and was the first Member of Parliament to represent it at Westmi ...
, threatened to go on hunger strike if the
Conservative Conservatism is a cultural, social, and political philosophy that seeks to promote and to preserve traditional institutions, practices, and values. The central tenets of conservatism may vary in relation to the culture and civilization in ...
government of
Margaret Thatcher Margaret Hilda Thatcher, Baroness Thatcher (; 13 October 19258 April 2013) was Prime Minister of the United Kingdom from 1979 to 1990 and Leader of the Conservative Party from 1975 to 1990. She was the first female British prime ...
did not honour its commitment to provide a Welsh-language television service. S4C started broadcasting on 1 November 1982, broadcasting around 22 hours a week of programmes, mostly during prime time with a teatime slot for children with English language programmes from
Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...
, rescheduled to fit around the Welsh programmes.


Relocation

In September 2013, S4C began a study into the possible relocation of its headquarters. S4C’s former headquarters, which opened in 1991, were located at Parc Ty Glas Industrial Estate,
Llanishen Llanishen (Welsh language, Welsh Llanisien ''llan'' church + ''Isien'' Saint Isan) is a district and Community (Wales), community in the north of Cardiff, Wales. Its population as of the United Kingdom Census 2011, 2011 census was 17,417. Lla ...
, following a move from Cathedral Road and Sophia Close in Pontcanna, Cardiff. In January 2013, a new multi-use media centre was opened on its Llanishen site. In March 2014, it was announced that Carmarthen was the winner with a bid led by the
University of Wales Trinity Saint David , image = Crest of TSD.png , image_size = 200px , caption = Coat of armsUniversity of Wales Trinity Saint David , established = 2010 (Saint David's College, Lampeter founded 1822 and opened 1827; royal charter 1828) , ...
. The university owns the land where the Canolfan S4C Yr Egin (S4C Yr Egin Centre) would be built. The building would also be home to other companies in the creative industries. There was a strong bid for relocation to Caernarfon, where the channel had a pre-existing office, but there was disappointment that the bid was unsuccessful. In 2016, it was revealed that S4C was paying £3 million upfront rent to UWTSD, and that it would pay rent over the next 20 years. Concern was expressed about the arrangement and the lack of transparency around commercial payments between two publicly funded bodies. The University of Wales Trinity Saint David applied for funding for the building work and received £3m from the Welsh Government and a further £3m from the Swansea Bay city deal. In June 2018, it was revealed that more staff would be leaving the channel than moving to work in Carmarthen. S4C started relocating to the new building from September 2018, and 54 jobs moved to the new HQ. An office in Cardiff was retained for technical purposes until full changeover to the new BBC Wales Headquarters, with 70 staff there. A significant percentage of the technical posts were to transfer to the BBC. In September 2018, S4C committed to ten years of lease on its Caernarfon office at Doc Fictoria (Victoria Dock), which has 12 full-time staff, and was opened in 2008. In January 2021 S4C's Presentation, Library, Promotion and Commercial departments moved to BBC Wales headquarters in Central Square, Cardiff. The first programmes were broadcast from there 27 January 2021, beginning with the channel's children's service, Cyw, at 6:00 a.m. Liz Scourfield's first live presentation aired later that morning, before the news bulletin at 12:00.


Programming

S4C's remit is to provide a service which features a wide range of programmes in the Welsh language. Like
Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...
, S4C does not produce programmes of its own; instead, it commissions programmes from
BBC Cymru Wales BBC Cymru Wales is a division of the BBC and the main public broadcaster in Wales. It is one of the four BBC national regions, alongside the BBC English Regions, BBC Northern Ireland and BBC Scotland. Established in 1964, BBC Cymru Wales is b ...
and independent producers (although the quantity purchased from
ITV Cymru Wales ITV Cymru Wales, previously known as Harlech Television and HTV Wales, is the ITV franchise for Wales. The new separate licence began on 1 January 2014, replacing the long-serving dual franchise region serving Wales and the West of England. L ...
has greatly reduced since the early years of S4C), and it has particularly developed a reputation for commissioning children's animation, such as ''
SuperTed ''SuperTed'' is a Welsh superhero animated television series about an anthropomorphic teddy bear with superpowers, created by writer and animator Mike Young. Originally created by Young as a series of stories to help his son overcome his fear o ...
'', '' Rocky Hollow'', ''
Fireman Sam ''Fireman Sam'' ( Welsh: ') is a Welsh animated children's television series about a fireman named Sam, his fellow firefighters, and other residents in the fictional Welsh rural village of Pontypandy (a portmanteau of two real towns, Pontypridd ...
'' (also broadcast by the
BBC #REDIRECT BBC #REDIRECT BBC Here i going to introduce about the best teacher of my life b BALAJI sir. He is the precious gift that I got befor 2yrs . How has helped and thought all the concept and made my success in the 10th board exam. ...
...
)
Wil Cwac Cwac ''Wil Cwac Cwac'' is a Welsh-language animated television series produced by Siriol Animation for S4C in 1982. It is based on a series of children's books written in the early 1930s by Jennie Thomas and J. O. Williams (including the famous We ...
(shown on ITV), '' Gogs'', '' Shakespeare: The Animated Tales'', ''
Animated Tales of the World ''Animated Tales of the World'' is a 2001 animated series that aired on HBO and S4C. It was produced by Children's Television Trust International and Christmas Films for S4C and Channel 4. The series is an anthology serie adapting a unique s ...
'' and the 1992–1996 French co-production ''Natalie''.
BBC Cymru Wales BBC Cymru Wales is a division of the BBC and the main public broadcaster in Wales. It is one of the four BBC national regions, alongside the BBC English Regions, BBC Northern Ireland and BBC Scotland. Established in 1964, BBC Cymru Wales is b ...
fulfils its public service requirement by producing programmes in Welsh, including ''
Newyddion ''Newyddion S4C'' (''S4C News'') is a Welsh-language news programme consisting of Welsh, UK, and international news, produced daily by BBC Cymru Wales and broadcast on S4C. Overview The main evening programme (branded ) is broadcast each wee ...
'', S4C's news bulletin, and a soap opera, ''
Pobol y Cwm ''Pobol y Cwm'' (''People of the Valley''; ) is a Welsh-language soap opera produced by the BBC since October 1974. The longest-running television soap opera produced by the BBC, ''Pobol y Cwm'' was originally transmitted on BBC One Wales and l ...
'', and providing them to S4C free of charge. It has also provided (or licensed) Welsh-language versions of English-language programmes, such as the original ''
Teletubbies ''Teletubbies'' is a British children's television series created by Anne Wood and Andrew Davenport for the BBC. The programme focuses on four differently coloured characters known as the Teletubbies, named after the television screens on t ...
''. On the analogue service, S4C showed programmes produced for Channel 4 in the rest of the United Kingdom – either simultaneously or time-shifted – outside of peak hours. These programmes were provided to S4C by Channel 4, free of charge. To make content more accessible to English speakers, all Welsh-language programming carries English subtitles. Originally these were on Sbectel teletext page 888, with Welsh subtitles on page 889, with both subtitle languages now also available on digital television platforms. For speakers of English who are learning Welsh, certain programmes, particularly children's programmes ''Planed Plant Bach'' (now Cyw) and ''Planed Plant'' (now Stwnsh), carry subtitles featuring Welsh subtitles with additional English translations in brackets next to more difficult Welsh-language words. TV films produced for S4C have received some good foreign reviews; ''
Hedd Wyn Hedd Wyn (born Ellis Humphrey Evans, 13 January 188731 July 1917) was a Welsh-language poet who was killed on the first day of the Battle of Passchendaele during World War I. He was posthumously awarded the bard's chair at the 1917 National ...
'' was nominated for the Best Foreign Language Oscar in 1994 and '' Solomon & Gaenor'' was nominated in 2000. The S4C analogue signal also spilled over on to the east coast of Ireland. In the past it was rebroadcast in a number of areas there on UHF terrestrial signals by so-called ' deflectors'. Up until the 1990s, S4C was also carried by some Irish
cable Cable may refer to: Mechanical * Nautical cable, an assembly of three or more ropes woven against the weave of the ropes, rendering it virtually waterproof * Wire rope, a type of rope that consists of several strands of metal wire laid into a hel ...
and MMDS providers before being replaced by Channel 4. The S4C channels continue to be available in the Republic of Ireland via the Freesat satellite service. Up until 2009, S4C ran its own
teletext A British Ceefax football index page from October 2009, showing the three-digit page numbers for a variety of football news stories Teletext, or broadcast teletext, is a standard for displaying text and rudimentary graphics on suitably equipp ...
service, Sbectel (''"Sbec"'', Welsh for "a peek" or "a glimpse", and a reference to an S4C schedule insert formerly included in the ''
TVTimes ''TV Times'' is a British television listings magazine published by Future plc. It was originally published by Independent Television Publications, owned by the participating ITV companies. The magazine was acquired by IPC Media in 1989, whic ...
'' issues for the
HTV Wales ITV Wales and West, previously known as Harlech Television (HTV), was an ITV franchise area in the United Kingdom until 31 December 2013, licensed to a broadcaster by the regulator Ofcom. There is no channel, past or present, named "ITV Wales ...
region).


Viewing figures

13.5 million people throughout the UK watched S4C on television at some time during 2020–2021. The number of people who watched S4C on TV every week throughout the UK increased from 702,000 in 2019–2020 to 823,000 in 2020–2021. On an average week in 2020–2021, approximately 321,000 people in Wales watched S4C on TV. 150,000 Welsh speakers in Wales watched S4C each week during this period. 20,200 was the average audience in the peak hours during 2020–2021. The
BARB Barb or the BARBs or ''variation'' may refer to: People * Barb (name), a list of people and fictional characters with the given name or surname * Barb, a term used by fans of Nicki Minaj to refer to themselves * The Barbs, a band Places * Barb, ...
rolling four-week viewing figures for January 2022 were 0.05% across the UK. If scaled up for Wales alone, this would be just a 1.0% audience share. The programme that enjoyed the channel's highest viewing figures in 2019-2020 was ''
Sgorio () is a Welsh-language football television programme produced by Rondo Media for S4C. First broadcast on 5 September 1988, it is one of S4C's longest-running shows and renowned for its coverage of European football, but for the first few years ...
s'' coverage of Wales' Euro 2020 qualifier match against
Hungary Hungary ( hu, Magyarország ) is a landlocked country in Central Europe. Spanning of the Pannonian Basin, Carpathian Basin, it is bordered by Slovakia to the north, Ukraine to the northeast, Romania to the east and southeast, Serbia to the ...
in November 2019, which drew 366,000 viewers. There were also 38.2 million viewing sessions of S4C content on
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
,
Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
and
YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
in 2018–2019, with 8.6 million viewing sessions of S4C content on S4C Arlein and BBC iPlayer.


Digital channels

When
digital terrestrial television Digital terrestrial television (DTTV or DTT, or DTTB with "broadcasting") is a technology for terrestrial television in which land-based (terrestrial) television stations broadcast television content by radio waves to televisions in consumers' ...
launched in 1998, S4C added a second, full-time Welsh-language channel called S4C Digidol ('digital') on 1 November 1998. Following the switch-off of analogue terrestrial signals on 31 March 2010, Wales became the first fully digital region in the UK, with both S4C and Channel 4 becoming available to all homes. As a result, S4C now broadcasts solely in the Welsh language and, as well as on
Freeview Freeview may refer to: * Freeview (Australia), the marketing name for the digital terrestrial television platform in Australia * Freeview (New Zealand), a digital satellite and digital terrestrial television platform in New Zealand *Freeview (UK), ...
in Wales, is available throughout Britain, Ireland and the rest of western Europe on
Freesat Freesat is a British free-to-air satellite television service, first formed as a joint venture between the BBC and ITV plc and now owned by Digital UK. The service was formed as a memorandum in 2007 and has been marketed since 6 May 2008. Free ...
and
Sky The sky is an unobstructed view upward from the surface of the Earth. It includes the atmosphere and outer space. It may also be considered a place between the ground and outer space, thus distinct from outer space. In the field of astronomy, ...
. A review commissioned by the
Department for Culture, Media and Sport , type = Department , logo = Department for Digital, Culture, Media and Sport logo.svg , logo_width = , logo_caption = , seal = , seal_width = , seal_caption = , picture = Gove ...
in 2004 suggested that "S4C should operate a single core service after digital switchover". In addition, S4C also operated a sister channel, S4C2 (S4C Dau) until 2010. It formerly broadcast coverage of the
National Assembly for Wales The Senedd (; ), officially known as the Welsh Parliament in English and () in Welsh, is the devolved, unicameral legislature of Wales. A democratically elected body, it makes laws for Wales, agrees certain taxes and scrutinises the Welsh Go ...
when in session. The programme content was provided by the
BBC #REDIRECT BBC #REDIRECT BBC Here i going to introduce about the best teacher of my life b BALAJI sir. He is the precious gift that I got befor 2yrs . How has helped and thought all the concept and made my success in the 10th board exam. ...
...
who, from January 2010, now make it available online and via
BBC Parliament BBC Parliament is a British free-to-air public broadcast television channel from the BBC that broadcasts live and recorded coverage of the House of Commons, House of Lords and Select Committees of the British Parliament, the Scottish Parliamen ...
. Like the main channel, S4C2 was available within Wales on Freeview and throughout the UK and Ireland on Freesat and Sky. S4C2 had two audio feeds, allowing viewers to select between an untranslated version and an English-only version where all Welsh spoken is translated into English. Delayed coverage of Assembly proceedings is now broadcast overnight on S4C's main channel on Tuesdays, Wednesdays and Thursdays. In addition to the analogue TV signal transmitted throughout Wales, S4C, along with
United News & Media UBM plc was a British business-to-business (B2B) events organiser headquartered in London, England, before its acquisition by Informa in 2018. It had a long history as a multinational media company. Its main focus was on B2B events, but its pr ...
, owned the company
S4C Digital Networks S4C Digital Networks (SDN) is a company that operates one of the six multiplexes of channels on digital terrestrial television in the United Kingdom. It is now wholly owned by ITV plc. History When digital terrestrial television was first la ...
(SDN). SDN was awarded the UK-wide contract to provide half a digital multiplex worth of programming. The other half continues to belong to the broadcaster Channel 5. On 27 April 2005, S4C sold its share of SDN to
ITV plc ITV plc is a British media company that holds 13 of the 15 regional television licences that make up the ITV network (Channel 3), the oldest and largest commercial terrestrial television network in the United Kingdom. ITV plc is listed on the ...
for approximately £34 million, though it still has the half-multiplex as of right in Wales. ITV already owned some of SDN due to the consolidation of the ITV industry: Granada bought UNM's stake in SDN, and this was then incorporated into the united ITV plc. In January 2007, S4C announced plans to launch a Welsh-language children's service. The new service, in the form of a programming block, launched on 23 June 2008. Under the name Cyw (chick), it brings together a wide range of programmes for nursery-age children, and S4C plans eventually to extend the service to include the Stwnsh strand for older children and a third service for teenagers and young people. The service currently airs on weekdays from 7 am to 1.30 pm on S4C. S4C launched a high-definition simulcast of S4C called 'Clirlun' on 19 July 2010 to coincide with terrestrial digital switchover in Wales. Clirlun was broadcast on Freeview channel 53 only, and not via other platforms. However, following funding cuts and a review of core services it was announced on 11 July 2012 that Clirlun would close before the end of the year. Clirlun closed at midnight on the evening of 1 December 2012, with Channel 4 HD taking over its transmission capacity with effect from the next day, 2 December 2012. It was announced on 20 May 2016 that S4C would relaunch a high-definition service S4C HD on Freesat and Sky in Wales and across the UK from 7 June onwards. Following the 2016 relaunch of S4C HD, the channel returned to Freeview in HD from 7pm on Wednesday 19 January 2022. It will broadcast for peak viewing hours only, from 7pm on weekday evenings and from 2pm on weekends, sharing capacity with the HD version of the BBC's children's service CBBC. In December 2014, S4C became available on the BBC iPlayer website, both live and on demand, initially as part of an 18-month trial.


Presentation


1982–1987

S4C launched on 1 November 1982 (the day before
Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...
started in England, Scotland and Northern Ireland), its on-air appearance has always been a representation of the Welsh society and people, but this representation has changed several times. Initial idents featured clips from the natural landscapes of Wales with a basic logo animation and a synthesizer fanfare, with the logo forming as ''WALES4CYMRU''.


1987–1993

On 2 May 1987, the ident changed to a computer-generated ident featuring an animation of the streamlined S4C logo and the colours of the logo were blue, green and red. The font used for this logo was Bodoni MT Bold. On 7 September 1990, the new ident was introduced, depicting a piece of Welsh slate with colours blue, green and red washing over the letters S4C until 31 May 1993.


1993–2007

On 1 June 1993, S4C introduced a new series of idents, which depicted inanimate objects as having characteristics of dragons (such as flight or breathing fire), as a reference to the red dragon on the
flag of Wales The flag of Wales ( cy, Baner Cymru or , meaning 'the red dragon') consists of a red dragon passant on a green and white field. As with many heraldic charges, the exact representation of the dragon is not standardised and many renderings e ...
. On 10 February 1995, the channel introduced a new logo (in the Futura typeface) replaces the original serif logo, featuring a
tilde The tilde () or , is a grapheme with several uses. The name of the character came into English from Spanish, which in turn came from the Latin '' titulus'', meaning "title" or "superscription". Its primary use is as a diacritic (accent) i ...
representing a dragon with a flame next to the "C" as if were breathing fire. The idents were designed, created and directed by Charlotte Castle, Brian Eley and
Martin Lambie-Nairn Martin John Lambie-Nairn (5 August 1945 – 25 December 2020) was an English designer. He was the founder of his branding agency Lambie-Nairn and was the creative director of branding agency ML-N. He is recognised for having redefined television ...
. Inanimate objects in the regular idents contained a dragon made of flags, a kite, an oxy-acetylene, a pair of scissors, a shepherd dragon man, a sousaphone, a standpipe, an extinguisher, an iron, a pencil, a flashlight, a pedal bin, a fan, a sport screen, a spray can, a vacuum cleaner, a stapler, a computer mouse, a garlic crusher, a lawnmower, a magic hat, a shower, an egg cup and a loudspeaker.


Regular idents

Many variants were made over the course during its 13-year existence (such as the shots, angles and music) until the dragon idents were withdrawn on 31 December 2006: * Dragon Standard: On different angles, fire is spreading around some sticks (with flags); the screen then proceeds to show the whole object, which is a floating red standard in the shape of a dragon made of flags. It was used for the S4C Video Classics ident from 1993 to 1997. * Oxy-acetylene: The upper part of an oxy-acetylene rotates and then blows fire. The screen then shows the entire object. A mirrored version was also produced. * Dragon Man: A man dressed as a dragon with his shepherd staff with a dragon's tail as a hook in a mountainous region blows fire. * Scissors: A pair of red scissors open up and blow yellow and orange pieces of fabric to represent fire. A short version had a closer view of the scissor's blades, which has smoke coming from it. * Kite: A kite made to look like a dragon floats around in the sky. * Clockwork Dragon: On a grey background, a 3D mechanism countdown clock with bouncing red balls shows red pieces of a dragon scattered in loop in 10 minutes or 40 seconds and in last few frames, it reveals a red dragon. It was used for schools programming until June 1999. Welsh and English versions were made. * Sousaphone: A camera pans around a brass sousaphone, which blows fire. A short version had the entire view of a sousaphone blowing fire, over a table. * Standpipe: A standpipe that looks like an old-fashioned water pump is turned on and emits fire. * Extinguisher: A sentient fire extinguisher sees a flame and proceeds to put it out. A short version had a closer view of the extinguisher's pressure gauge, which is constantly moving. * Iron: A red clothes iron moves forwards and then backwards on the red cloth over a table, which makes steam. * Pencil: A red pencil draws (forming fire) around the floor. Then, the screen shows a close view of the pencil. A short version had a fire version. * Curly Light: A red flashlight, attached with a long red pipe wire around the pole turns on and moves around the screen. * Pedal Bin: A pile of rubbish falls into a red pedal bin, which eventually blows fire. * Fan: A fan is located near an open window on a room, working. Eventually, it blows fire rather than wind. A short version was also produced. * Spray Can: A spray can sprays red graffiti around the rusty brown background. * Vacuum Cleaner: A red vacuum cleaner is seen performing on the stage. * Screen: A big red countdown sport screen shows fire in the end. It was used for sports programming until October 2004. * Tiled Carousel: A picture of a Welsh landscape moves with the square pieces of puzzle of a dragon and a landscape inside and out until the last few frames, the pieces reveal a brown Welsh dragon. Two versions were made, one in coloured version until June 2000 and the monochrome version in September 2000 onwards. It was used for schools programming. * Stapler: A red stapler gets the red ribbon and sways it at the end. * Mouse: A computer mouse moves around and pulls the connector out at the end. A special preview screen was also produced. * Garlic Crusher: A chili pepper falls onto the garlic crusher, which blows fire. * Lawnmower: A lawnmower is seen cutting the grass, setting sparks out and running around in the end with black smoke. * Shower: A bathroom door opens (with the S4C logo and the web address turning red) and a bathroom curtain reveals a red shower head, which blows fire. * Magic Hat: A magic top hat blows fire and pours little red hearts out. A special St. David's Day version was also produced with daffodils. * Egg Cup: Three eggs are seen in the row, one of them in between cracks and blows fire. A short version with two eggs removed was also produced. * Loudspeaker: A loudspeaker is seen dancing and blowing fire in the end. * Special idents were the Christmas idents,
Saint David's Day Saint David's Day ( cy, Dydd Gŵyl Dewi Sant or ; ), or the Feast of Saint David, is the feast day of Saint David, the patron saint of Wales, and falls on 1 March, the date of Saint David's death in 589 AD. The feast has been regularly celebrat ...
idents, a kangaroo dragon flag ident for the
2003 Rugby World Cup The 2003 Rugby World Cup was the fifth Rugby World Cup. Originally planned to be hosted by India, all games were shifted to Australia following a contractual dispute over ground signage rights between the Indian Rugby Union and Rugby World Cup ...
, Mawr (also the ITV ident in 2004), Cofio 60,
Eisteddfod In Welsh culture, an ''eisteddfod'' is an institution and festival with several ranked competitions, including in poetry and music. The term ''eisteddfod'', which is formed from the Welsh morphemes: , meaning 'sit', and , meaning 'be', means, ac ...
idents and the '' Big Brother 7'' final. * The new sports ident named ''Chwaraeon S4C Sport'' replaced the countdown screen in October 2004. * From 1–16 January 2007, temporary idents were used which gave a nod towards what was to come for the new presentation on the station, and it was called 'A new direction'. The 1995 logo was withdrawn on 17 January 2007. * The clock idents changed in 1993, 1995 (the same clock from 1993, with the new logo), 1999, 2000, 2002, 2005 and 2006 (this was the last logo to include the clock ident). There were also Christmas versions for the clock idents. * In 2012 (during the channel's 30th anniversary), two idents were revived (the Dragon Standard and Stapler variants). These idents, again, were adapted to widescreen and used the same special logo previously mentioned.


Christmas idents

* 1993: A toy dragon looks around, inside a greenish snow globe with a tree and some presents. The background is slightly brownish. * 1994: A Welsh dragon dressed as Father Christmas comes down the chimney with a sack full of toys, leaves the footprints across the living room where the toys come to life and enters the doorway to the bedroom. * 1995: A Christmas themed-kaleidoscope includes an angel, a present, a cracker, a snowflake, a candle and a ribbon. * 1996: Same as 1995, with Father Christmas in the promos. * 1997: A house contains a family of parents and their children. The children run downstairs to open their presents in one ident and their parents kiss under the mistletoe in the other. * 1998: Several close views of green leaves are shown, from either a holly or a mistletoe. The background is more orange than red. * 1999: The children play the Nativity with the baby as baby Jesus. * 2000: An animated yellow star blows fire. The background is red with yellow stars and a yellow moon. * 2001: A red S4C lorry covered with lights (similar to the Coca-Cola Christmas lorry) travels at night as the ''S4C's Magical Grotto''. * 2002: Same as 1998. * 2003: On a red background, there are white Christmas themed symbols such as the star, mistletoe, French horn, angle, Christmas tree and two new year symbols including a man dancing and a glass of wine. * 2004: A bunch of blue and light blue pieces are moving and re-ordering to form a tree, with a yellow glow resembling a star. The background is white. * 2005: A red/white light glow moves to the right side of the screen, on a dark background. Live-action idents were also produced featuring Welsh actors interpreting Nativity scenes. * 2006: A pile of 19 sets of televisions of pre-2007 idents shows a Christmas tree in different angles on different televisions screens. Daytime, evening and nighttime versions were made. This was the last S4C Christmas ident to use a 1995 logo.


2007–2014

On 18 January 2007, S4C announced that their digital channels would be refreshed with a new corporate logo and brand. The new branding was implemented online on 17 January, with S4C's television channels adopting it the next day. The new branding, developed by the
London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...
-based firm Proud Creative, was intended to portray S4C as a more "contemporary" multi-platform broadcaster, and downplayed "traditional" Welsh imagery such as dragons. Its idents were filmed around various parts of the country, and themed around magnetism—representing the "uncontrollable attraction" of Welsh people and their "emotional affinity to the homeland, whether near or far". The magnetism-themed idents were later accompanied by a new set developed in collaboration with the agency Minivegas, consisting of live-action scenes with dynamic, animated elements that can react to the voice of the continuity announcer.


2014–present

A new S4C logo and brand developed by Sugar Creative Studio was introduced on 10 April 2014; the new design was developed around a concept of providing "context" to S4C's target audience and programming. The design revolves heavily around a trapezium shape used within the channel's new logo, which is prominently used within aspects of the channel's overall marketing and branding.


Criticisms

S4C has faced criticism for poor viewing figures since its launch. Leaked internal reports in March 2010 showed that 'over the 20-day period from February 15 to last Saturday, March 6, as many as 196 of the 890 programmes put out by S4C were rated as having zero viewers'. The story was widely reported across the UK and was referenced in
Parliament In modern politics, and history, a parliament is a legislative body of government. Generally, a modern parliament has three functions: representing the electorate, making laws, and overseeing the government via hearings and inquiries. Th ...
by the then Culture Secretary,
Jeremy Hunt Jeremy Richard Streynsham Hunt (born 1 November 1966) is a British politician who has served as Chancellor of the Exchequer since 14 October 2022. He previously served in the Cabinet as Secretary of State for Culture, Olympics, Media and Sport ...
. In response, an S4C spokesperson stated that 90% of those programmes were aimed at pre-school children, and that BARB (the organisation that compiles television ratings in the UK) only takes into account viewers aged four years and over. The remaining 10% consisted of repeats and daytime news bulletins which did not attract the minimum 1,000 viewers necessary to register on a UK-wide analysis. On 28 July 2010, S4C's chief executive, Iona Jones, left her post without explanation.
Assembly Assembly may refer to: Organisations and meetings * Deliberative assembly, a gathering of members who use parliamentary procedure for making decisions * General assembly, an official meeting of the members of an organization or of their representa ...
members and Members of Parliament requested an independent investigation into the circumstances leading up to her departure. The S4C Authority refused to comment further and commissioned a review into how the broadcaster was governed in August 2010. On 3 February 2011, it was announced that issues between Iona Jones and S4C had been settled. Eight days later, the Shortridge Report on corporate governance was made public.


Personnel

S4C appointed its first female CEO,
Iona Jones Iona Jones is a Welsh television executive, the former head of Welsh language channel S4C. Born in Haverfordwest, Pembrokeshire, she was brought up in Lampeter, Ceredigion, before moving to Cardiff with her family when she was six. Jones g ...
, in 2005. Owen Evans, previously the deputy permanent secretary to the
Welsh Government , image = , caption = , date_established = , country = Wales , address = , leader_title = First Minister () , appointed = First Minister approved by the Senedd, ceremonially appointed ...
, became chief executive in October 2017. Siân Doyle, a former managing director of telecommunications company TalkTalk, succeeded Evans as CEO on 1 January 2022.


Funding and regulation

From its inception, S4C was in part publicly financed: funding came both from its advertising revenue and a fixed annual grant from the UK
Department for Digital, Culture, Media and Sport , type = Department , logo = Department for Digital, Culture, Media and Sport logo.svg , logo_width = , logo_caption = , seal = , seal_width = , seal_caption = , picture = Gove ...
(DCMS), receiving £102m in 2010 and then £90m in 2011 after the Conservative Party won the general elections in 2010 which consequently made considerable cuts to its funding. Additionally, some Welsh-language programming (including ''
Newyddion ''Newyddion S4C'' (''S4C News'') is a Welsh-language news programme consisting of Welsh, UK, and international news, produced daily by BBC Cymru Wales and broadcast on S4C. Overview The main evening programme (branded ) is broadcast each wee ...
'' and ''
Pobol y Cwm ''Pobol y Cwm'' (''People of the Valley''; ) is a Welsh-language soap opera produced by the BBC since October 1974. The longest-running television soap opera produced by the BBC, ''Pobol y Cwm'' was originally transmitted on BBC One Wales and l ...
'') was produced by BBC Wales as part of the
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...
's
public service A public service is any service intended to address specific needs pertaining to the aggregate members of a community. Public services are available to people within a government jurisdiction as provided directly through public sector agencies ...
remit, and provided to S4C free of charge. There is an agreement in place until 2022 for 10 hours a week of programming to be provided to S4C, which is valued at £19.4m annually. From 2013, responsibility for funding S4C began to transfer to the BBC, with the DCMS reducing its funding by 94% by 2015. The BBC was to provide around £76m of funding to S4C by this date, resulting in a cut of around 25% to S4C's annual budget. In 2016, it was agreed that the BBC would provide £74.5m a year funding to S4C from the licence fee until 2022. The UK government announced in 2018 that it would continue providing £6.72m until 2020, with the aim of S4C being funded wholly from the licence fee from 2022. This would see S4C's funding being decided as part of the licence fee settlement, for 10-year periods. Prior to 2011, S4C received ~£102m (which would be an estimate of ~£122.8m in January 2022 after inflation), with the new allocated funds of 2022 (which is £82m), the loss in 2022 alone compared with 2010 is estimated to be ~£40.8m and an overall loss of ~£450m between 2011 and 2022. In addition to public funding, S4C generates around 2% of its income through commercial sources, such as
advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
. S4C is controlled by the S4C Authority (''Awdurdod S4C''), an independent body unconnected to Ofcom. Ofcom are the regulator for S4C's content, as they are with other UK television channels such as ITV and
Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...
.


Catch-up service

S4C maintains its own catch-up service called Clic. Clic is a free online
video on demand Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of ...
service which offers live-streaming, signed programming, a 35-day catch-up service, and archive programming. Clic is available across the UK but also contains a limited selection of worldwide programming. Clic's catch-up service is split into seven categories: Drama, Entertainment, Factual and Arts, Music, Sport, and two Children's categories, Cyw (ages 3–6) and Stwnsh (ages 7–13). A Clic app was released for
Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple trees are cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, where its wild ancestor, ' ...
's
iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also include ...
devices on 18 August 2011. In late 2014, S4C's programmes and live-streaming also became available to view on the BBC's catch-up service, BBC iPlayer. Both services offer English and Welsh subtitles to some shows. There were 8.2 million viewing sessions to S4C content on Clic and BBC iPlayer in 2017–2018. This was an increase of 600,000 from the 7.6 million viewing sessions on those platforms in 2016–2017. In the 2020–2021 period, the viewing session number increased to 11 million.


See also

* Fourth UK television service * Timeline of television in Wales * Timeline of S4C *
List of Welsh-language programmes Wales has both Radio Cymru, radio and S4C, television channels in the Welsh language. This page lists some notable programmes transmitted on them. Television programmes Television programmes originally made in the Welsh language or first shown o ...
* List of Welsh-language media * Celtic Media Festival


Notes


References


External links


Cyw children's channel

Learners' site

S4C 2007 Annual Report - audience share

S4C Authority: official website
{{DEFAULTSORT:S4c Television channels in the United Kingdom Welsh language Indigenous television Television channels and stations established in 1982 Companies based in Cardiff Television in Wales 1982 establishments in Wales Department for Digital, Culture, Media and Sport