e4 is pretty much "Friends" re-runs anyway so nobody takes it seriously. anyway it isn't doing THAT bad. and celebrity hijack and BBUK 8 (to a certain extent) bombed too. all e4 adverts are like that. clueless was on last week and the promo was "it's the late 90s where everybody thought they were a surfer, and Alicia Silverstone still got work..." image