Magazine article Marketing

Crowded Skies Dampen Sunrise's New Dawn

Magazine article Marketing

Crowded Skies Dampen Sunrise's New Dawn

Article excerpt

No ITV sales seat is easy, but the hottest of them all must be the one shortly to be filled by Clive Crouch, currently sales controller at Scottish Television. He's taking over as sales director at new breakfast TV franchisee Sunrise, just as the breakfast TV market goes up for grabs.

TV-am, its predecessor, was ITV's most profitable company with over 70% of breakfast time audiences. But now others are crowding into the space it created.

Channel 4 is considering a revamp of its breakfast output specifically aimed at attracting young families - the bread and butter of the old TV-am. And at the same time, BSkyB poses a growing threat as dish sales grow. As Andy Roberts, head of TV buying at Bartle Bogle Hegarty points out, "the profile of breakfast audiences is in line with the hard core of dish owners."

To make matters worse, Crouch will be facing an experienced breakfast sales team at BSkyB, following the departure last year of former TV-am sales boss Tony Vickers to the satellite station and the merger of their respective sales-forces (Marketing, October 31 1991). …

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