So, what kind of an impact has TG4 had on the popularity and use of the Irish language?

While there are no accurate figures to verify if more people are speaking Irish, there is a feeling among many that the status of the first language of the State has improved.

"I think it's plain for everyone to see that the image of the language, the way in which the Irish language is regarded, has changed radically in the last five or six years," says Pβdhraic ╙ Ciardha, deputy head of TG4. "In fact, there is a pride and a sense of ownership about the language among core speakers that wasn't there before. Irish is now associated with being chic and creative - dare I say it, 'cool'. I think it is not a coincidence that this very tangible change of image for the language has occurred at exactly the same time as the establishment and development of TG4."

Although the station was set up to promote the Irish language, it wants to be seen as a national service rather than the station "which is good for viewers to learn Irish".

"We would shy away from this thing of 'TG4 - the last chance the language has'," says ╙ Ciardha. "Too many things to do with the Irish language, particularly in education, have been given that sort of kiss of death."

TG4 has helped to make people more aware of life as it is lived in the Gaeltacht areas, says Ciarβn ╙ Feinneadha, who campaigned for the service. "It is a window into the lives of Irish speakers. It portrays Irish speakers in a very normal way." More than a few references have been made to the number of attractive, articulate female presenters on the station.

"When the station started, an awful lot of people were taken aback at the sight of so many woman who were fluent Irish-speakers and were attractive and articulate," he laughs.