Magazine article Marketing

Agencies Up-Beat about Meridian

Magazine article Marketing

Agencies Up-Beat about Meridian

Article excerpt

Advertisers and agencies are responding positively to Meridian Broadcasting's initial sales and programming plans.

Meridian, which takes over next year from TVS as the ITV contractor for the South and South-east, has outlined a bullish sales strategy and a strong line-up of comedy programmes, including A Class Act, starring Tracey Ullman and Michael Palin, and Full Strength and Thick As Thieves from Clement/La Frenais Productions.

"They promise the sort of quality programming advertisers have been demanding for a long time," says Jacqui Ashby, media manager at Abbey National, whose distribution is heavily biased to the South. "It's important for advertisers that ITV re-establishes itself in the field of comedy."

Praise is tempered, however, by recognition that the new commercial TV environment will make it hard for Meridian to match TVS' success in the 80s.

"A strong comedy dimension to the ITV schedule is undoubtedly important to advertisers seeking a younger, more upmarket audience," says Lunn Poly ad manager Andy Allwood. …

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