Magazine article Marketing

The Sea Change in Broadcasting Statrs with ITV

Magazine article Marketing

The Sea Change in Broadcasting Statrs with ITV

Article excerpt

"There's a lot of 'em."

Cable channels.

My cab driver was talking about how many he's got to choose from when he's not playing golf or fishing.

And there will be more. Hundreds. You won't just watch them. You'll "interact". Maybe.

We are on the threshold of a television revolution. Not, however, the transmedia/super/digital/global highway that several companies are pouring squillions of dollars into acquisitions and strategic alliances to take advantage of. There will be developments in this area but on the margin. The most important changes are in ITV.

"What?" Not ITV? Not the Jurassic monster whose sales directors we were beaten up by in the 80s? Whose slow grind to extinction we now (privately) rejoice in?

No. Not that ITV.

The ITV which is still the most popular channel; which still provides the highest reach and average hours of "commercial" viewing per week against all audience groups. The ITV on whose ability to secure audience our ability to advertise depends.

We can reach most target audiences in part, and some in total, using Channel 4 and the satellite channels, but mass marketing (and it's still very important) depends on reaching a high proportion of a given target audience efficiently. The complication is two BBC channels which are now more professional than ever and more focused on stealing share. ITV has the most to lose. Good for advertising? Not!

It is in the best interests of the advertising industry for ITV not only to fight existing commercial competitors, but also to win more "commercial" viewing. …

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