Media: Perspective - More4 looks like a winner as Channel 4 gives up on sport.

Once again, the agency community was conspicuous by its absence from the Edinburgh TV Festival. What makes this all the more surprising is that agencies have collectively been producing record quantities of hot air about becoming programme-makers in their own right. Perhaps they were all watching the cricket.

With the exception of PHD, no-one seemed prepared to sacrifice their bank holiday weekend to hear about some of the macro-issues facing UK TV. In fairness, the organisers made only a token effort to address the issue of advertising. There was much less than in previous years - nothing but a hastily organised session on advertiser-funded programming, relegated to Sunday's graveyard shift.

That said, there were some revelations that should be of interest to the advertising world (although none of them came from Tony Blair's 'blue skies' thinker Lord (John) Birt, who delivered what will be probably be remembered as one of the worst keynote MacTaggart lectures of all time).

Once again, it was Channel 4 that produced the surprises, with details of the imminent launch of its More4 channel. While the creation of yet another digital TV channel to join the other 480-plus already cluttering the electronic programme guide is normally an event that barely warrants the slightest twitch of an eyebrow, More4 looks a little bit different.

Andy Duncan, the Channel 4 chief executive, unveiled his plans for Channel 4's ...