ITV has angered other major broadcasters by going it alone after
taking part in joint talks over marketing TV as an advertising
ITV participated in informal talks with BSkyB, Channel 4 and Channel 5
about setting up a TV version of the Radio Advertising Bureau to try to
rebuild its falling share of ad revenue.
The joint marketing drive would be open to all commercial TV companies
and talks included a TV conference to be held before May 2002.
But ITV announced its own initiative at its annual schedule presentation
to advertisers and agencies this week. It intends to set up a client
services team and hold its own TV conference in May 2002.
Nick Milligan, the deputy chief executive of Channel 5, has been
involved in the joint marketing talks. He said: "It is common sense that
TV should market the strength of the medium and we are extremely
disappointed that ITV wants to go off and do its own thing. This will
not deter everyone else outside ITV from having a joint initiative for
ITV's chief executive, Stuart Prebble, its director of programmes, David
Liddiment, and Jim Hytner, the marketing and commercial director,
referred to the need to address ITV's arrogant reputation at the
presentation. Hytner introduced the idea of a client services team and
confirmed plans to rebrand ITV1.
Jerry Hill, the chief executive of Initiative and the former chief
executive of the ITV sales house TSMS, said: "The timing may be long
overdue for ITV to single-mindedly focus on demonstrating the benefits
of advertising on TV in general."