Granada Mediasales Satellite and Cable is planning to create a
division within its sales team designed to steal clients away from the
The new development area, headed up by Damon Letzer, recently promoted
to business development controller, will attempt to bring a new breed of
TV advertisers to all GMS&C channels.
While Letzer will continue to oversee traditional on-air advertising, he
will also work towards selling a range of non-spot sponsorship
opportunities to potential clients. These will include the sponsorship
of programmes across its satellite and cable channels, advertorials and
competitions, stunt days and the opportunity for clients to own a
channel for a day.
Recruitment for the new division will only commence once the business
But George Cronk, the deputy sales director at GMS&C, confirmed that the
division will need more sales people in the future who have got the
skills to listen to clients and ’translate the language of broadcasting
into simple terms’.
Letzer is specifically looking to build closer ties with the food and
drinks industry as well as the motor trade and is already in talks with
some of those industries’ major suppliers.
But Letzer’s main priority is to lure advertisers away from magazines
and newspapers and introduce them to television advertising via the
off-air sponsorship route.
Cronk said, ’With an increase of tightly targeted TV channels being
launched on digital platforms, the analogy of magazines on TV is very
apt. It will create the opportunities for many advertisers to use the
television medium for the first time, especially those who have
previously been scared off by high capital entry costs and a confusing
airtime market. Damon’s role will be focused on those clients with an
obvious link between the channels within the GMS&C portfolio and their
particular product or service.’
Letzer continued, ’If you take a proposition like Granada Men and
Motors, it’s a dedicated lifestyle channel with a niche, but perfect,
audience - a great platform for the non-spot market.’