Mick Desmond, chief executive of Granada Mediasales, is predicting
his division will swell ad revenue by a further 20 per cent by the end
of the next quarter.
His comments came after Granada Group announced its first-half results,
which showed a 10 per cent rise in revenue for media sales between
January and March 2000.
The growth in ad revenue has been attributed largely to the dotcom
Desmond pointed to the strong sports line up and a late Easter as
reasons behind the predicted growth.
’The big catalysts are the Grand Prix, Euro 2000 and the FA Cup final,
all to be broadcast over the coming months,’ he said.
Desmond claimed ITV was changing its profile audience for the next
quarter by targeting 16- to 34-year-olds during the evening schedule. He
claimed this would be reflected by the strengthening of youth
entertainment programmes in the spring and summer.
’We are trying to move away from the slightly older female audience and
introduce a younger feel,’ Desmond explained. ’This is reflected by
comedy programmes such as Skinner & Baddiel running throughout 2000, and
drama programmes like Metropolis.’
Chief executive of the Granada Group Charles Allen said: ’We achieved a
very good first-half performance with excellent results from our media
division.With good second-half prospects we will be left in excellent
shape for the whole year.’