Channel 5 is talking to clients and agencies about advertising
opportunities that span Express Newspapers and CLT’s UK radio interests
in a radical move to maximise the cross-promotional potential of all
The move signals the first open embrace of cross-media selling in the
UK. It is a trend that is set to escalate as ownership rules are relaxed
by the Broadcasting Bill, which is due to receive Royal Assent by
Parliament at the end of this month.
The Channel 5 sales team is planning to work with its affiliated media
companies to offer individually tailored advertising packages across the
Channel 5 is associated with both Express Newspapers and the European
media giant, CLT, through its shareholding structure. United News and
Media owns a 29 per cent stake in Channel 5, as well as owning the
publisher of both the Daily Express and Sunday Express.
Similarly, CLT holds just under 30 per cent of Channel 5 and also
controls the radio stations, Atlantic 252 and Talk Radio, in the UK.
Nick Milligan, the sales director of Channel 5, said: ‘Where there are
synergies for off-screen, off-page or on-air advertising we will work
together on a project basis. Anything is possible.’
Media buyers welcomed the idea of a more cohesive cross-media sell, but
some expressed concern over the synergy of some of the media involved.
David Cuff, the broadcast director of Initiative Media, said: ‘The
Express is about older, more downmarket people, while Channel 5 is
positioned as younger and more upmarket. They will make slightly