The number of TV channels available in Europe as a whole has grown by more than a third over the last year. Not only are domestic broadcast channels spilling into neighbouring countries, but satellite and cable channels are also expanding their networks. With the imminent take-off of DBS, combined with the trend for deregulation, the speed of the growth in channel choice is set to continue at an even faster pace well into the 1990's. In this paper we explore the effect of this growth in channel availability on viewing behaviour with particular emphasis on minority English language channels. We then explore the possible implications for programming, media scheduling, advertising, and finally, future research design.