GMTV and ITV strike deal to broadcast Formula 1 finals live

GMTV and ITV have reached an agreement regarding the exclusive coverage of the final races of this year’s Formula 1 Grand Prix.

GMTV and ITV have reached an agreement regarding the exclusive

coverage of the final races of this year’s Formula 1 Grand Prix.



The two broadcasters have been struggling to come to an agreement over

the airtime needed to screen the final races of the season (Media

Business, 3 April).



GMTV normally gives up airtime to ITV for these broadcasts. But there

were concerns that the morning broadcaster was unwilling to give up the

valuable time on this occasion.



However, John Hardie, ITV’s commercial and marketing director, has

revealed that the network has now reached an agreement with GMTV that

will allow it to show the races live.



The agreement is subject to approval by the Independent Television

Commission.



The final qualifying races will be broadcast live from Japan on Sunday 8

October and from Malaysia on Sunday 22 October.



This year, the borrowed airtime falls during the school half-term

holidays, which is one of the key periods for children’s advertisers. As

a result, GMTV said it would only settle for a reciprocal peak-time

swap, as opposed to the half-hour weekday slots it has exchanged in the

past.



Clive Crouch, sales director at GMTV, said: ’GMTV will run children’s

programmes through to 11.30am on Sunday mornings.



’This arrangement should keep those media agencies who represent toy

manufacturers happy.’



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