ITC should loosen restrictions on ITV

Advertisers should lobby the Independent Television Commission to relax some of the restrictions placed on ITV, delegates were told.

Advertisers should lobby the Independent Television Commission to

relax some of the restrictions placed on ITV, delegates were told.



In a session on how ITV could arrest its audience decline, Bernard

Balderston, the media manager of Procter and Gamble, said: ’Advertisers

should be making a bigger effort to work with ITV towards improving the

channel’s scheduling flexibility.



’ITV is inhibited from taking a bigger share of the audience by the ITC

regulations.’



David Liddiment, deputy managing director of LWT, said that all the

indications were that the ITC was sympathetic about allowing ITV to

develop in the face of a multi-channel environment.



Jerry Buhlmann, the managing director of BBJ Media Services, set out

several proposals for how ITV could improve its performance, such as an

increase in successful programme launches, the moving of News at Ten and

better presentation of sport.



Bob Wootton, the Incorporated Society of British Advertisers’ director

of media services, said: ’We should let ITV be the arbiter of what

programmes it makes, but we should be putting more pressure on the

channel to increase its audience delivery.’



Marcus Plantin, director of the ITV Network Centre, outlined ITV’s

recognition of the need for a stronger marketing drive to maximise the

value of the brand.



The network came under fire for concentrating its marketing spend on its

own channel. ’Advertising on ITV to people who already watch ITV is a

lousy way of spending pounds 40 million,’ John Billett, the chief

executive of the Billett Consultancy, insisted.