E4 For Free

Channel 4’s digital channel E4, will become available to non-subscribers through the Freeview service in time for the sixth series of Big Brother next month.  There are currently five million homes in the UK with Freeview.

E4 currently shows The OC, Smallville, ER and award-winning UK sitcom Peep Show,
and is aimed at the youth market.  Channel 4 hopes the increased
audience numbers will bolster advertising revenue, offsetting the loss
of any subscription revenue.

BBC article