Magazine article Marketing

Live Wire Shows ITV How It Might Avoid Relegation

Magazine article Marketing

Live Wire Shows ITV How It Might Avoid Relegation

Article excerpt

Those who managed to pull themselves away from the heaving bodies in The George bar at the Edinburgh Television Festival at the weekend for long enough had the privilege of sampling masterclasses in the art of marketing TV.

Forget such emblematic events as Marks and Gran proving conclusively that comedy scriptwriters don't get enough Porsches for their work, and that the only way to ensure this happens is to tear up the BBC licence fee. Very funny men, Marks and Gran. Then the BBC couldn't help suggesting that there might be something in the argument - by caving in under pressure and planning to spoil Teletubbies by introducing proper language.

The key moment was when Kelvin MacKenzie made his entrance to the sound of music from Rocky, dressed in full Millwall kit. Here was final proof that the man in charge should lead from the front and get as much free publicity for his brand as possible. Well, almost free. Kelvin admitted he had to go to [pounds]40,000 for a three-year sponsorship deal with Millwall. But he has been smart enough to include a renewal option if they get into Europe.

A trick was missed, however, at Kelvin's session, As the great man was sitting there in his Millwall gear admitting happily that Live TV was indeed tasteless and vulgar, his team - the lads - were at that moment losing 3-2 at York.

Another man leading from the front is Anthony Fry, the BZW merchant banker. Fry is, in his own way, as unique as Kelvin. He is that rare thing, a merchant banker who is patently a human being and can not only tell jokes but markets himself and his bank remorselessly. …

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