Magazine article Marketing

Media Watch: Channel 4

Magazine article Marketing

Media Watch: Channel 4

Article excerpt

ITV is on course to lose a net 2% share of television monies this year, according to many media buyers. The main recipient of that additional money will be Channel 4 - which in the three years since it has been selling its own airtime has gone from strength to strength.

CIA Medianetwork predicts C4's revenue growth will outstrip ITV's over the next year with an increase of 13%. The station's programming quality remains high, and its sales team has the respect of the industry.

John Willis, C4's head of programming, speaking at TV 95 in Monte Carlo said: "We have achieved success without running downmarket."

Instead he argued C4 represented a set of positive values which advertisers and audiences wanted to be associated with.

That policy has been backed up by a sales team which has offered a consistency lacking in the ITV market over the past few years. The C4 policy has included customer service initiatives, the latest of which is Scope - the Sensible Code of Practice for Everyone - which gives commitments on areas such as schedules, returning telephone calls and meeting agreed targets. …

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