Agency: Fallon London
campaignlive.co.uk, Friday, 12 November 2004 12:00AM
GRAHAM DUFF - chief executive, ITV Sales
What are the highlights of Even during our admittedly sketchy
your autumn schedule? summer we remained confident of the
autumn schedule. That confidence has
been reflected in a stream of
successes ranging from series such as
Doc Martin and Blue Murder, through
to one-off dramas such as Frances
Tuesday and Belonging. Our regular
series, Coronation Street and
Emmerdale, have been on good form and
The Bill has performed excellently.
Saturday night's line-up of The X-
Factor, Ant and Dec's Takeaway and
Parkinson has been outstanding.
All in all, we're pretty pleased to
date and there's I'm a
Celebrity...Get Me Out of Here! to
What share of television ad More than many experts seem to
revenue do you expect to take think.
How effective is your ITV2 is the success in multichannel.
multichannel strategy proving? Already the eighth-largest channel in
the UK (and sixth in Freeview) we
have committed to dramatically
increase the programme budget and
have Sky One in our sights. On 1
November we launched ITV3. It will
not be a golden oldies channel. ITV3
is firmly aimed at a mainstream
audience broadcasting quality drama
and movies. Across all three
channels, cross-promotion and
complementary programming will create
the strongest possible proposition
for viewers and advertisers.
How well do you think David Regrettably, I am legally bound to
Connolly, the Ofcom reply "no comment".
adjudicator, is doing his job?
What are your favourite The Sopranos, Coronation Street and,
television shows? according to my partner, Kelly, "too
much ******* sport".
Why should advertisers use Television is the most vibrant,
your channel? exciting and effective medium. I
believe that ITV1, 2 and 3 offer
terrific audiences and the clarity of
our on-air look showcases our
customers' advertisements to those
Have you got, or do you want, No, I'm in a cable home and a
a personal video recorder? personal video recorder is probably
(another) bridge too far for them at
present. In truth, I'm not sure I'd
use a PVR very much anyway.
Is TV trading still The annual agency deals can be
essentially two big men adversarial. I haven't spotted too
arguing across a table or has many shrinking violets among the TV
it moved on? buying directors or heads of
investment. That's all condensed
into a few weeks. But 52 weeks a year
we are doing a hell of a lot of
terrific work across all the
disciplines within our agency
customers. As for size, our men (and
there are still not enough women in TV
selling or buying) are leaner and
hungrier than some of their
What is the most imaginative Taking Campaign editorial staff to
client entertainment you've Parkinson!
organised this year?
ANDY BARNES - sales director, Channel 4
What are the highlights of We've got lots of great comedy such
your autumn schedule? as The Heist and the Phoenix Nights
spin-off, Peter Kay's Max & Paddy's
Road to Nowhere. There are films
such as Touching the Void, Bridget
Jones's Diary and Moulin Rouge.
The new reality show Musicality is
going to be great and there's The
Simpsons and the new series of
What share of television ad Whatever the market thinks we're worth
revenue do you expect to take and whatever we can persuade it to
for 2005? give us. We are very optimistic about
next year's trading though.
How effective is your Very effective. Channel 4 appeals to
multichannel strategy proving? the upmarket young audience, E4 is
youth directed, More 4 is our upmarket
part of the proposition and we've got
FilmFour. We endeavour to play to our
strengths and our success is driven by
the fact we would never come out with
a channel that is unrelated to what we
stand for and what we're good at.
How well do you think David Excellently. He was an inspired
Connolly, the Ofcom choice. Ofcom wanted a practitioner
adjudicator, is doing his job? who understands when there's bullshit
coming from either side and who
recognises and understands the
important issues. So far, he has been
both collaborative and inclusive.
What are your favourite I think Peter Kay's Phoenix Nights is
television shows? fantastic, Green Wing, The Monarchy
and I love Sky Sports.
Why should advertisers use Channel 4 provides advertisers with
your channel? the most difficult to reach parts of
the TV audience with minimum wastage.
Also we have some of the most honest,
reasonable and understanding brokers.
Have you got, or do you want, No, I haven't got one but it's one of
a personal video recorder? those things I'll get round to getting
eventually. I'd like one
professionally, but personally I don't
want one - I like watching things
Is TV trading still It's moved on a bit! On both sides
essentially two big men there are seasoned and knowledgeable
arguing across a table or has professionals who know where they want
it moved on? to get to. They both want to trade and
they know the parameters. It's more
about two reasonable men arguing about
known facts and future potential.
What is the most imaginative Channel 4 is so frugal that we can
client entertainment you've hardly do any entertaining. What we do
organised this year? do, though, is linked to our shows, so
we take people to the cricket each
year and take them around the Big
Brother house. We took the whole of
the Carphone Warehouse team, from
Charles Dunstone all the way down to
the junior people, for dinner in the
Big Brother house and to meet the
presenters, Davina and Dermot, earlier
This article was first published on campaignlive.co.uk