Ms Áine Ní Chaoindealbháin:

We have seen a significant shift in advertising moving from linear to digital platforms. We have escalated our activities in the digital area. We launched a new player. We are cross-connecting to TV. That is all to try to harness advertising. Another thing that is often said is that we have multiple channels so we should be all right. The reason we have multiple channels is to try to get any available audience, so it is kind of the long tail of advertising. It is in part the reason people are now seeing 66 channels of linear broadcasting, which are all hoovering up that advertising. TAM Ireland and other organisations have shown that digital will only grow and linear will slide in the next five years.