TV inflation and the need for agencies to change their approach to
advertising dominated the debate that kicked off the TV 2000 conference
in Lisbon last week.
Oliver Cleaver, the European media director of Kimberly-Clark, said: ’In
the past three months we have seen the bogey of TV inflation coming
back ... TV is increasing in supply and reducing in quality.’
He added that inflation was being fuelled by dotcoms, which were
’messing up the market for the more traditional advertisers’.
John Billett, the chief executive of the Billett Consultancy, advocated
the use of a more media-neutral strategy by agencies to improve
Eric Salamon, the general manager corporate marketing at Heinz, said:
’We need an agency structure with a holistic view to media and
creativity without putting things in boxes, which is what agencies are
In a speech on the convergence of TV with the internet, Mick Buckley,
the managing director of Turner Broadcasting UK, pointed to the
development of the US market where ’half of all online correspondents
surf the web and watch TV at the same time’. He said that this practice
would probably be confined to a subset of the audience but added that
convergence will have an early impact, prompted by technological
Buckley predicted that broadcasting portals will become a major feature
as broadcasters combat the problem of viewers going direct to programmes
through electronic programme guides.
David Elstein, the chief executive of Channel 5, predicted that the BBC
licence fee will become irrelevant when the analogue TV signal is
switched off. ’When analogue is switched off, non-licence fee payers can
easily be switched off from the BBC digital signal and the licence fee
returns to what it used to be - a subscription to the BBC,’ he said.
Elstein warned that the 2006-2010 dates that have been set for analogue
switch off were too soon, given the mass of equipment that would need to
He said: ’The road to analogue switch off is a long one and there will
be many dates announced and abandoned as we travel along it.’