Imediapoint.com, the media trading internet site, has teamed up
with Granada Group, Flextech and TSMS to auction airtime online.
The site, first reported in Media Business on 27 September, is designed to
help media owners sell the last 20 per cent of their space or airtime -
the 20 per cent which is often least attractive to buyers and can end up
being a very low-margin sell.
Granada looks likely to use the site accordingly. It will not auction
prime airtime, but will sell off some less attractive spots - normally
sold by Granada Media Sales - as well as advertising space on its hotel TV
service and in Little Chef restaurants.
’We believe it will allow us to generate revenue where before there was
none,’ explained Ian McCulloch, operations director at Granada Media
Flextech will offer a mixture of traditional spot media and online
sponsorship packages. TSMS is expected to put some traditional airtime up
for auction on the site.
Jerry Hill, chief executive of TSMS, said: ’The market requires more
progressive and customer-friendly trading systems. This concept has the
potential to develop TSMS’s ambitions in this area. Imediapoint is
strategically well placed to exploit what will be a growing need from
both media agencies and owners’.