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CULTURE Secretary Jeremy Hunt has ordered S4C’s management to address its “unacceptable” performance, as the row over the broadcaster’s future deepens.

At a meeting in Westminster Mr Hunt told executives from the Welsh-language channel that they had four weeks to draw up a viable financial plan.

S4C – which is facing big cuts to its £101m annual grant from Whitehall – was also told it needed to boost its viewing figures and make a clearer case for why it was the right organisation to provide a Welsh-language television service.

A turbulent few weeks has seen the sudden departure S4C’s chief executive, Iona Jones and reports that October’s Comprehensive Spending Review will cut the channel’s funding by 24% over the next four years.

The channel, founded in 1982, has also faced criticism that some programmes have attracted such as small audience as to be officially recorded as having zero viewers.

A source familiar with the content of discussions between S4C and Mr Hunt’s Department for Culture Media and Sport (DCMS) said the Government had made clear its commitment to a Welsh-language channel.

But the source added: “S4C have been reminded that they are a public service broadcaster, and they should be trying to reach as many people as possible.

“Jeremy Hunt’s view is that to see the loss of so many viewers over the last couple of years is just not acceptable, given that the channel does receive an awful lot of government money.”

Responsibility for S4C lies with the Westminster government rather than the Assembly, but some AMs believe any cuts to the channel’s budget could lead to legal challenges, as S4C funding levels are set out in the Broadcasting Act.

Former Heritage Minister Rhodri Glyn Thomas said: “I believe Jeremy Hunt is being clever. By telling S4C to come up with cuts of their own, he is hoping to bypass any legal challenge that could be made to a cut imposed by himself.

“Because of recent events including the poor way in which the departure of former chief executive Iona Jones was handled, those running S4C have put themselves into a weak position.

“In these circumstances it is the responsibility of the Assembly Government to step in and tell Jeremy Hunt firmly that he should not be forcing S4C to cut its own budget in a way that would put it at a disadvantage to the BBC, whose budget is protected for the next two years.

“If he refuses to listen, the Assembly Government should threaten to challenge his actions in court.”

Plaid passed a motion at its annual conference in Aberystwyth yesterday opposing any further cuts to S4C’s annual grant.

Labour AM Alun Davies, a former S4C executive, criticised the secrecy surrounding the future of the channel.

Mr Davies said: “S4C is not a public body but a public broadcaster. It is wholly unacceptable for a debate over its future and its funding to be conducted in secret.

“I believe that we have the right to understand what discussions are taking place within the DCMS and we expect the DCMS to make statements to Parliament and to discuss these matters with the National Assembly and the Welsh Assembly Government before any public consultation takes place on any potential changes to the status or funding of S4C.”

In a statement S4C said: “This was a meeting with the Secretary of State solely to discuss S4C’s financial grant. During the discussions S4C was asked to present its proposals relating to the channel’s financial plans within a month. This timetable is similar to all other public bodies. The meeting... was one of a series of meetings between the Department (DCMS) and other public bodies, and it is expected that further meetings will be held with S4C during the coming weeks.”

A spokeswoman for DCMS declined to comment on the contents of what she described as a private meeting.