"Aversion to niche pitches runs all the way from ITV's schoolmasterly Peter Fincham ( "niche interest programme proposals may be better directed at a niche interest channel"), via Sky's untypically blunt Stuart Murphy (ideas "can't be niche"), to even More4's seemingly fed-up Hamish Mykura (who has had his fill of "programmes people bring me that are too small and niche to survive elsewhere")."