Magazine article Marketing

TV Talent Falls as Masthead Dream Turns into Reality

Magazine article Marketing

TV Talent Falls as Masthead Dream Turns into Reality

Article excerpt

It is a well-known fact that there is only one thing worse than having your dreams rejected, and that is finding out that they have come true.

For four years the magazine industry has agitated for the right to get masthead television on commercial TV and now at last it has been successful. It was virtually inevitable that the ITC would gracefully give in on the issue. After all, the BBC has generously allowed itself to indulge in masthead programming in reverse for years. It is impossible to justify allowing broadcasters to invade the magazine industry while telling magazine publishers they cannot make TV programmes with their names on.

Wisely the ITC has abandoned the first line of defence and regrouped around a toughening of the rules to keep a little clear water between editorial content and advertising and promotion. You can use the name of the magazine but not too many puffs please and you can't make a TV programme that follows too closely the content of the latest edition of the publication.

We have perhaps been too mesmerised by magazines here. The rules also allow masthead programmes for newspapers. Is there an opportunity to extend national newspaper brands with the FT Financial Review or The Times Guide to Sport?

But now the dreams of magazine publishers have come true, will it make a blind bit of difference? Almost certainly not. There is a Euro mountain-sized glut of crap television already. There is a real shortage of great creative ideas, executed with the highest production values and the most distinguished of talent. …

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