British commercial TV station Channel 4 is expected this week to post its first loss in a decade.

The broadcaster – hit by the ad downturn as well as disappointing performances at its E4 and FilmFour digital and movie units – will report a loss of £20 million ($29m; €32m) for 2001, down from profits of £36m the year before. Advertising income tumbled 5% last year, from £638m to £604m.

The loss presents some tough choices for chef executive Mark Thompson, who took over at C4 only last month. The station was recently criticised by Zenith Media for its “extravagance” in paying £15m for rights to The Simpsons and a further £2m in a deal with historian David Starkey. C4 also spent an estimated £68m during 2001 on its dTV ventures.

Data sourced from: BrandRepublic (UK);; additional content by WARC staff