So farewell BBC3.
Unloved by the media, looked down upon by politicians; when the cuts came there was no one to save it from the axe.
Dumbed down, crass, perhaps even idiotic. The charges against it had some merit, after all who will miss Snog, Marry, Avoid?
Well, the target audience.
The channel had a loyal following among 16-34 year olds, in particular the lower end of that demographic.
In an era when young adults increasingly don’t watch linear television, 11.2 million people watched BBC3 each week. A million of them didn’t watch any other TV channel.
And it was more than just post-pub TV.
Although Two Pints of Lager and a Packet of Crisps perhaps shows that the commissioners didn’t always get it right.
But it was expensive.
Its budget was £86 million in 2014/15 and with the BBC under pressure to save money this was an easy saving to get past middle-aged regulators and the politicians who never watched it.
The BBC argues it’s following the audience online, that it will still spend £30 million on original content for digital delivery and that there will still be repeats on BBC1 and 2.
But when I told my media students it was going online only there were groans all around the room.
Maintaining a brand online is tricky; what will BBC3 mean to the next generation of viewers without a space on the broadcast spectrum?
The BBC needs to appeal to younger viewers and to encourage them to identify with its services and channels.
And the way to do that is not to cut BBC Young in favour of maintaining BBC Old.
This is a cross-post of a piece I wrote for the University of Northampton