Google Set to Overtake Channel 4 (UK) in Ad Revenue

I heard about this story last week but simply forgot to blog about.So here goes. According to Andy Duncan Chief Executive of Channel 4 Television, in an interview that he gave with the Financial Times, Google UK's:

advertising revenue in the UK is expected this year to surpass Channel 4’s anticipated 2006 take of £800m. Within 18 months, it is forecast to overtake ITV1, Britain’s leading commercial TV channel and the country’s biggest single recipient of advertising revenue, according to Mindshare and Initiative, two top media buying groups.

He reckoned that Google, which doesn't comment on revenue, would:

would earn about £900m in UK revenues this year, compared with £800m at the C4 group.

To put into context the impact this would have - ITV1 generates around  90% of the ITV Group's £1.63 billion advertising revenues!