TV triumphs in growth of media debate

TV has been voted as the area that will see growth in media in the final session of Media360 in Brighton.

TV: won with 37% of the audience vote
TV: won with 37% of the audience vote

David Amodio, digital and creative leader at Channel 4, took the unusual step of reciting three poems he had written specially for the debate.

One of the poems, called No Spoilers, included the line: "Did you see Game of Thrones last night? Shh don’t spoil it for me, shit’s important when it’s on the TV."

Mark Hatwell, the head of strategy at Global, made the case for radio by highlighting how the industry has grown by 10% in the last two years as people lead busier lives.

He said: "More of our content is being consumed on the move, which means we can reach more users than ever before. Mobile is a huge audience opportunity but creatively there are some significant challenges. But streamed audio has no limitation; creative can be expansive or intimate.

Representing print, David Weeks, the executive director of The Week, put in a cheeky performance in which he personified a magazine, which was made special by "The Magnificent Seven".

One of these seven attributes is passion, according to Weeks, who said: "I am loved… I can make middle aged men wear lycra and cycle at high speed around Richmond Park. I can make somebody change their mid about their holiday and make someone passionate bout a new holiday."

Andrew Burgess made the case for social media, saying that it allows people to make better use of their times. He used Whatsapp as an example which people prefer to be contacted via so that they can respond in their own time.

For cinema, Karen Stacey at Digital Cinema Media, said that it is the only medium where people can "block out the noise". She pointed out that it was the fastest growing medium last year and is still growing.

"The closest thing you get to an ad-blocker is the tall person in front of you, when the lights go down there’s no other screens or distractions," Stacey said.

Making the case for mobile, Henric Ehrenblad at Widespace, said that 70% of media consumption will be on mobile in the next five years. "TV is losing its chance as a branding medium, mobile is the new one," he said. "We have to reach people on an emotional, cognitive and behavioural level."

Standing up for out-of-home, Exterion Media’s managing director Jason Cotterrell, said that it is a "confident bold channel, reaching millions of people quickly".

He referred to it as the "three eye media" that is interesting, innovative and intelligent.

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