NEWS: Laser creates new division to streamline Granada revenue

Laser Sales, the Granada-owned TV sales house, has created a new commercial division to exploit revenue opportunities across the Granada Group.

Laser Sales, the Granada-owned TV sales house, has created a new

commercial division to exploit revenue opportunities across the Granada

Group.



Paul Chard, Laser’s director of sponsorship, has been promoted to the

new post of commercial director, with a brief to pull together all

revenue-generating streams beyond spot advertising for Granada, LWT,

Yorkshire Tyne-Tees and Border.



Chard will take charge of sponsorship, advertiser co-production,

licensing and merchandising, as well as all additional income related to

spot revenue. This includes sales promotion, test marketing, launch

support and sampling. Chard’s position could also span revenue

opportunities from Granada’s satellite channels when they launch towards

the end of this year.



He will also be charged with generating more income from a closer

association between the broadcasting division and other parts of the

Granada empire.



Laser is increasingly keen to offer advertisers deals that span TV

advertising, sponsorship, merchandising and so on, and can also be tied

in with commercial opportunities through Granada’s catering, retail and

hotel divisions.



Chard said that his role was designed to streamline all these potential

revenue channels to maximise income for Granada and provide a one-stop

shop for its advertisers.



‘We need to have a coherent message when we’re dealing with

advertisers,’ Chard added. ‘We can now talk to advertisers about

developing their basic advertising campaigns through into sponsorship,

licensing and sales promotion, for example, helping them to devise a

more coherent communications strategy.’



Chard said he would be working in tandem with Derek Hemment, the deputy

chief executive of the sales house, who was transferred to a broader

commercial role relating to revenue opportunities within the group last

summer. However, Chard’s new job has fuelled rumours that Hemment could

be preparing to relinquish his current role.



Martin Lowde, Laser’s sponsorship manager, will now take over Chard’s

former post as head of sponsorship.



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