COI Communications has accused ITV of becoming "arrogant" and
warned it will need to become more flexible if it is to retain its slice
of the Government's ad budget.
Although COI bosses do not intend to cut the 50 per cent share of their
total adspend which goes on TV, they will "shop around" and consider
greater use of satellite, cable and digital channels. The move could
compound the growing problems facing ITV.
Carol Fisher, COI's chief executive, has told ITV chiefs they need to be
more flexible and imaginative. "What I have said to them is that they
cannot only create a relationship when they feel like it. Last year
nobody from ITV wanted to talk to clients. They were extremely arrogant
and I think they paid a price for that," she said. "ITV has to earn its
work and it needs to be a continuous relationship, not just when it is
Fisher said COI was neither in the business of supporting ITV or taking
money away from it to make it feel more uncomfortable.
"For some audiences, such as poor pensioners and mothers with young
children, mainstream daytime ITV is very effective," she said. "But
there is more choice available and we might well see a move away from
the media that we have traditionally used."
Fisher said that the more flexibility television companies offered, the
more likely the Government was to use them. "The key factors for us are
the best value for the taxpayer and our clients and the best reach of
the target audiences with the minimum wastage. We will definitely be
talking to everybody in TV about what represents the best value for us."