Agency: Fallon London
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 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
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
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
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