Channel 4 recently fixed a deal with YouTube meaning that as of 2010, all of Channel 4′s programming will be available to stream in full and for free from a branded Channel 4 channel on YouTube. It’s a powerful and savvy move from Channel 4. Not only will it ensure a stronger online presence – vital when consumers are spending more and more of their time online, but it also means they should be able to increase and diversify their advertising revenues. Even better is that those revenues (in theory and if the deal allows it) will be able to come from more targeted and therefore more relevant advertising. Everyone is a winner. With Web TV (see below) rolling out from most TV manufacturers nowadays and an increasing amount of offline hardware now able to offer a level of YouTube integration, Channel 4 aren’t being slack in helping to turn the pages of convergence.