'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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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).

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