Magazine article Marketing

Satellite Ads Put ITV into Orbit

Magazine article Marketing

Satellite Ads Put ITV into Orbit

Article excerpt

Satellite ads put ITV into orbit

Is satellite TV finally coming of age? If the recent behaviour of the ITV contractors is anything to go by, the answer has to be yes. The row over whether or not to screen BSkyB's autumn ad campaign has been most unseemly -- and more than a little revealing about how nervous ITV is getting.

The new TV commercials show flashes of BSkyB exclusives -- In Bed with Madonna, Pavarotti in the Park, the Simpsons -- and end with the strapline "Sky -- See what you're missing". This has got some ITV contractors very hot under the collar. It impunes the integrity of the ITV network, they say. Rubbish, retorts Sky -- they just don't want us on air.

The problem of airing a competitor's ads, is of course a sticky one. But when the issue first arose a couple of years ago, the Independent Broadcasting Authority (now the Independent Television Commission) ruled that ITV must carry any advertising as long as it didn't denigrate ITV. Fair enough.

But for the ITV companies to claim that this is the effect of the BSkyB slogan in question is nothing more than clutching at straws. Perhaps the strain of the franchise rounds is getting just a little too much and serving to cloud the judgement of otherwise sensible ITV executives. …

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