'Trusted' TV can lift media standards

The TV industry must lead a "movement for clarity and certainty" in media, according to Kelly Williams, ITV's commercial managing director.

Williams: TV is ‘trusted and impartial’
Williams: TV is ‘trusted and impartial’

Writing for Campaignlive.co.uk ahead of the broadcaster’s upfronts at the Palladium tonight (Thursday), Williams explained that TV should aim to "cut through the truthiness – arguments or assertions without regard to evidence". 

He contrasted the "trusted and impartial" world of TV with online, where he said there is a litany of problems such as "ad-blockers, view-ability and non-human traffic".

His comments about "truthiness" follow the campaigns for Brexit and the US election this year, which featured many claims that turned out to be inaccurate.

Williams wrote: "TV is a force for good and has huge power to do positive things for society." Broadcasters also use it to launch appeals and campaigns "and this type of initiative is funded to a great extent by advertising".

He cited Channel 4 for championing disability with Maltesers and ITV’s Team GB work with The National Lottery.

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