While prime-time programmes can attract about 1.5 million people and deliver mass audiences to advertisers, viewer numbers will fragment as broadcasters run their new high-definition and standard-definition channels, said David Wiadrowski, the lead partner for communication and entertainment at PwC.

He predicted the channels would need to invest more in content to retain audiences, putting further pressure on their profits in an uncertain economy. “Overall we still see growth for free-to-air television, but as they go down this path of multi-channelling

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