Channel 4 is promising that a strong financial performance that has put the broadcaster on an even keel will be translated into a return to more daring programming. Since inception in 1982 The UK’s fourth national broadcasting company carved out a reputation for edgy non-mainstream that attracted controversy and acclaim in almost equal measures. However for the last few years Channel 4 has laboured financially and is seen by some to have lost its programming mojo. No longer said Channel 4's Chief Creative Officer, Jay Hunt, who in announcing Channel 4's Report and Financial Statements for 2010, unveiled new commissions across factual, drama, and comedy. Financially for 2010, revenues increased 12.6% to £935.2 million and total sales, including Box TV from the start of 2010, increased advertising revenues by 15.9% to £819 million. The channel noted that this compared to an advertising market increase of 14.7% and that its total sales share was 24.8%, inching up on 2009. Television advertising revenues grew by £87.5 million, comprised of £63.4 million on main Channel 4, £23.2 million on digital channels and £0.9 million on TV video on-demand. The year was a good one for on-demand and online businesses with a 71% increase in on-demand programme views and on average a 19% conversion rate from TV to online (across the top 10 programmes). TV video on demand revenues grew by 34% (from £33.1 million in 2009 to £44.3 million in 2010). Such revenues drove an operating profit of £49.3 million with an increased profit contribution of £54 million from 4Channels. Operating loss on the main channel was reduced from £59.4 million to £7.7 million. This equates to an overall Corporation profit after tax of £38.6 million. Hunt asserted that she had the ambition to make Channel 4 the home of creative risk by backing new talent, distinctive authored voices and programming that asks urgent questions about how people live today. Outlining what the channel would be doing in future, she said: “I believe Channel 4's future lies in pieces that take risks. Risks on new talent, risks on difficult subject areas, risks with style and execution. It's more important than ever that Channel 4 is prepared to challenge the status quo, to provoke debate and, above all, to be brave.”