NEWS: Laser lays plans for trading reform

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 29 November 1996 12:00AM

The TV airtime market could be in for its biggest change yet, as Laser Sales this week announced that it would trade on a client-by-client basis with CIA Medianetwork in future. The two sides are also due finally to settle their dispute, with Laser accepting CIA’s unconditional offer of around pounds 1.8 million.

The TV airtime market could be in for its biggest change yet, as Laser

Sales this week announced that it would trade on a client-by-client

basis with CIA Medianetwork in future. The two sides are also due

finally to settle their dispute, with Laser accepting CIA’s

unconditional offer of around pounds 1.8 million.



The statement sparked speculation that the sales house, which represents

Granada, Yorkshire Tyne Tees, LWT and Border, would take a similar

stance with all agencies, effectively scrapping agency deals.



Sources indicated that the sales house was staffing up in preparation

for what is a more labour-intensive trading practice.



A spokesman for Granada TV said of the relationship with CIA: ‘The share

deal didn’t work in 1995 or 1996; client-by-client trading is pretty

likely where we’ll end up.’ He declined to comment on how Laser would

deal with other agencies.



At the same time, CIA confirmed it is in talks with Tony Kenyon, the

managing director of IDK, a 75 per cent CIA-owned subsidiary, about

heading a restructured TV department in the wake of its dispute with

Laser Sales.



Kenyon’s name has been linked with CIA on a number of occasions, but

this week Mike Tunnicliffe, managing director of CIA Medianetwork,

said: ‘Tony Kenyon has been involved trying to help reach a settlement

in the Laser dispute.’



He added: ‘We are considering asking Kenyon to take responsibility for

all participating CIA group TV negotiations.’



Under Kenyon, a respected name in TV buying, IDK has specialised in

centralised TV buying for a select number of large clients, including BT

and Heinz.



As a result of the Laser/CIA row, the ITV sales houses are set to draw

up legally binding contracts with all agencies, without which they will

not be able to buy airtime.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs