ISBA CONFERENCE: Eyre seeks views of advertisers on ITV2 programme choice

ITV has written to ISBA and the Institute of Practitioners in Advertising to canvass opinions on the format of its new digital service, ITV2, in a move designed to appease its commercial customers.

ITV has written to ISBA and the Institute of Practitioners in

Advertising to canvass opinions on the format of its new digital

service, ITV2, in a move designed to appease its commercial

customers.



ITV’s chief executive, Richard Eyre, is seeking to develop a closer

relationship with advertisers over the launch of ITV2, underlining the

broadcaster’s commitment to improving its dialogue with the advertising

community.



In a letter to the IPA and ISBA, Eyre has asked what audiences

advertisers would most like to see targeted on ITV2, and for suggestions

on programme genres and content to best serve advertisers’ needs. Eyre

told delegates at the ISBA conference: ’I hope you will see this as

another clear statement of an intent to launch ITV2 on a better client

relationship footing than that of its big sister.’



ITV2 will provide advertisers with the extra minutage they have been

seeking, Eyre said, and will offer original programming as well as

immediate re-runs of the best of ITV. The service, to be launched on the

digital terrestrial TV platform, British Digital Broadcasting, at the

end of this year, will have its own programme budget.



Eyre told delegates: ’The revival of ITV’s performance and its

restoration to your affections is not a solo project. I need for you to

keep faith with us.’