Magazine article Marketing

Advertisers Fear Weak Programmes on C3

Magazine article Marketing

Advertisers Fear Weak Programmes on C3

Article excerpt

The immediate concern for advertisers is the future of C3 better, known to the public as ITV and Good Morning TV (GMTV). Advertisers have regularly complained about ITV's inflated airtime prices over the years and consistently advocated an expansion of media opportunity. However it would not be in their interests to see the network unduly weakened..

For advertisers it is crucial that ITV builds on its recent strengths. Over the past three or four years it has improved audience ratings vis-i-vis the BBC through strong programme schedules. Meanwhile its regional format has always been popular with clients.

However the Broadcasting Act put ITV licences up for renewal last year offering them to the highest bidder. The desperation among interested parties to win the licences has led to unprecedented instability. That's because there is a fear that some of the new franchise holders (who take control from January 1 1993) have bid more than they can reasonably expect to recoup.

The more stable companies like LWT, Central and Granada fear that these high bidders will go into the red and cut costs. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.