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More choice of channels for audiences means that achieving reach and impact for the public service television channels is inevitably more challenging. The share of the main five channels has fallen by 17% between 2003 and 2007, although they still account for almost two thirds of all television viewing. The decline is much greater amongst 16-24 year olds (who have grown up with the internet) and among people from ethnic minority groups (where the main five channels now represent a minority of viewing). Our research shows that often these audiences do not turn to the public service channels as their first choice for public service content; they turn to digital channels and increasingly the internet.