Argument from Geoffrey Rose (as summarised by Peter Allebeck – 2008):
“The distribution of risk levels for major determinants of disease follow a continuum in which the high-risks persons are at the extreme end. A large number of persons with moderately increased risk levels contribute more cases than a small number with extreme risk levels. Thus, interventions, targeting the general population, aiming at shifting the risk curve to the left, are more effective than interventions targeting high-risk groups. This latter is called the prevention paradox, since it is not the individuals with moderately elevated risk that have the greatest benefit from such interventions”.
Direct from the pages of Next on 4:
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We have developed four core public purposes which give practical expression to the end benefits that result from Channel 4 delivering its remit. They are:
- To nurture new talent and original ideas.
- To champion alternative voices and fresh perspectives
- To challenge people to see the world differently
- To inspire change in people’s lives.
As television viewing fragments across niche channels, Channel 4 must continue to provide a common space open to all, drawing mass audiences to its most popular programmes, with a wide-ranging schedule that offers something to everyone at least some of the time.
Dismissed in advance as sensationalist, cheap and sick, when it was broadcast the series was widely acknowledged to be a serious, brave and important piece of public service television. Created by Birmigham-based independent producer Maverick TV, the programmes offered candid information and advice, with viewers even able to make appointments to attend clinic. One viewer called Channel 4 to say as result of the programmes she had discovered that she had an early stage breast cancer. Another called to say that early detection of cancer, prompted by the programme, had saved here son’s testicle. The series was watched by an average of 2.5 million people, with a particularly high proportion of young viewers.
Viewers look to television as a key source of information on a wide range of personal interests and concerns.
Notwithstanding their emphasis on the wider social, cultural and political role of television, respondents were keen to stress its importance as being a source of information on domestic matters, hobbies and personal interests. Brand Democracy’s research also showed that television was seen as having an important role in dealing with personal issues. People valued the information they pick up from programmes on topics such as health and diet, property and family issues… they thought television has a particularly strong role to play in helping people to manage transitions in their life or address difficult issues – for example, relating to illness, raising children, drugs or sexual behaviour…. Participants in the Brand Democracy research thought that channel 4 ‘had a distinctive way of delivering advice, hints and tips, which revolves around the use of real-life examples from which viewers can draw comparison to their own life’. They identified a wide range of programmes that can help improve their daily life or help them through transitions, such as Supernanny, How Clean is Your House?, Wife Swap, You are What You Eat, Location, Location, Location, and How to Look Good Naked.
We will launch a major digital media pilot fund for content and services with clear public service ambition (4IP: Innovation for the Public).
Channel 4 has already experimented in new digital media with a number of educational, factual, and documentary-based initiatives. Only economic constraints have prevented us from going further faster. We believe it is time to make the next major step… We therefore plan to establish a new ring-fenced pilot fund, which we have called 4IP, to invest in new content and services across digital platforms, with a partnership model at its core… This is one of the biggest and most exciting calls-to-action to new and emergent digital media companies in the UK… 4IP wil create new services for UK audiences by investing in a range of projects across digital media, including such areas news, sport, talent, games, education, and navigation… This pilot fund will demonstrate Channel 4’s commitment to finding new ways of fulfilling its purposes and ensuring that it can remain relevant in a rapidly changing world.
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