ITV names the day for transmission of ads in wide format

By JOHN TYLEE, campaignlive.co.uk, Friday, 23 July 1999 12:00AM

ITV has proposed 1 July 2000 as the date from which all commercials will be transmitted in widescreen format.

ITV has proposed 1 July 2000 as the date from which all commercials

will be transmitted in widescreen format.



ITV put forward the date for ’C-Day’ at a recent seminar organised by

Carlton and the Institute of Practitioners in Advertising, attended by

agency heads of TV and ad production companies. Carlton asked those

attending to fill in questionnaires in order to determine the best way

to proceed.



John Raad, the deputy director-general of the IPA, said most agencies

considered ITV’s timetable to be reasonable. ITV is expected to make a

formal decision once it has considered industry feedback.



The move means the end of transmission in the 4:3 format, which TV

programmes and commercials alike have used because of the limitations of

analogue technology.



The advent of digital TV means that signals can be sent out in

widescreen for those who have widescreen TV sets, and at the same time

in the conventional format for those with ordinary televisions.



As many as half of TV programmes for peak times are already made in

widescreen.



However, commercial breaks have remained in 4:3 format.



’The benefit of widescreen is that it is more attuned to people’s view

of the world,’ Raad said.



This article was first published on campaignlive.co.uk

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