Magazine article Marketing

Granada Has Been Slow off the Mark over Media Opportunities

Magazine article Marketing

Granada Has Been Slow off the Mark over Media Opportunities

Article excerpt

The Carlton United generals appear to believe Granada is not serious about its designs upon them. The word spoiler is tossed about, together with background hisses that Gerry Robinson and Charles Allen get far too good a press.

There is some truth in the allegation, and the performance of the company's share price falls into the respectable, rather than brilliant, category. Yet they are very good at doing what they say they are going to do - rather like the very effective wood stain ads. It has happened with Yorkshire, LWT and - most spectacularly of all-with Forte.

Lord Hollick and Michael Green should remember the fate of Rocco Forte if they really believe Granada is kidding. Lastweek's application to the Office of Fair Trading was far from being merely an afterthought designed to block progress. The separate, fully worked-out proposals for acquiring Carlton and United were the result of a solid month's work.

The legislative arithmetic undoubtedly favours Carlton United because it can just sneak under the 15 per cent share of viewing rule, apart from the Channel 5 and GMTV stakes. But the men from Coronation Street believe Michael Green has not been a hands-on manager at Carlton for a long time and that there is a lot of slack in the system. They are even more attracted to what they see as the under-exploited assets at United.

Despite what the City appears to think, United is much more likely to be Granada's prime target than Carlton. Luckily for Granada, the Carlton United merger plan has forced it to come up with a multi-media strategy for the first time. …

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