Magazine article Marketing

MEDIA: ITV DIGITAL CRISIS - Advertisers Approve of Pragmatic ITV Changes

Magazine article Marketing

MEDIA: ITV DIGITAL CRISIS - Advertisers Approve of Pragmatic ITV Changes

Article excerpt

The decision by Granada and Carlton to replace ITV chief executive Stuart Prebble with two of their own executives has been generally well received by the UK's leading advertisers.

Prebble fell on his sword last week following the closure of ITV Digital.

ITV has split his role between Mick Desmond, managing director of Granada Broadcasting and Enterprises and Clive Jones, chief executive of Carlton TV.

An ITV statement said the two executives had been appointed on an interim basis. However, it is likely they will run the UK's largest commercial broadcaster until the two shareholders merge into a single ITV. The government is likely to give this the go-ahead in the next few weeks with the unveiling of the Communications Bill.

Traditionally the Network Centre has been independent from the two shareholders, to ensure that programmes were commissioned fairly and independently.

But advertisers say they would be willing to accept a reduction in independence at Network Centre if this were balanced by greater investment in programming.

'We're used to working with the two main shareholders,' said Ian Twinn, ISBA director of public affairs. 'And as long as it means that ITV concentrates on performance, delivering better audiences across the day, we'll be happy. …

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