NEWS: ITV boosts drama in pounds 800m revamp

ITV is beefing up its drama output as part of an pounds 800 million drive to cement its position as Britain’s most popular channel in the coming year.

ITV is beefing up its drama output as part of an pounds 800 million

drive to cement its position as Britain’s most popular channel in the

coming year.



In a glitzy presentation this week to more than 2,000 advertisers at the

London Palladium, the network revealed that it is planning to invest in

23 new dramas during 1997 as it prepares for increased competition from

Channel 5 and the cable and satellite sector.



The decision is being seen by many agency chiefs as an attempt by the

network to turn drama into a long-term ITV property.



Meanwhile, ITV is also turning its attention to comedy, another

traditional weak spot. Jack Dee will star in a new situation comedy, The

Grimleys, while John Gordon Sinclair will appear in a series called

Loved By You.



However, observers questioned ITV’s plans to revive its flagging

Saturday night schedule. Jerry Buhlmann, the managing director of BBJ

Media Services, said: ‘There is nothing in this to indicate it can

rescue Saturday night.



‘Satellite has the lead in terms of movies and sport. If Sky uses the

revenue generated in those areas to take on drama, where will that

ultimately leave ITV?’



Phil France, the managing director of Laser Sales, denied ITV was weak

in sport and movies: ‘We’ve tried to cherry-pick key sporting events,

such as Formula One. In addition, there’s a pounds 100 million package

for movies on ITV.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).