The call came as ITV unveiled a new on-screen identity and programme
line-up for 1999 in a bid to maintain the momentum of its recent
ITV’s chief executive, Richard Eyre, stressed the importance of moving
the news bulletin and urged leading advertisers and agencies to write to
the Independent Television Commission, which is due to rule on the issue
next month. ’Please help us by getting involved,’ Eyre said.
He also called for co-operation on the issue of schedule secrecy, which
is vital for ITV to ensure that the BBC does not continually schedule
against it to steal audiences.
Eyre announced that there will be a consultation process with the
Incorporated Society of British Advertisers and the Institute of
Practitioners in Advertising to work out how best to maintain
confidentiality while providing enough information to enable agencies to
buy into specific programmes.
Jim Marshall, the chief executive of MediaVest and the IPA’s TV
spokesman, said that ITV had the IPA’s support on both the News at Ten
issue and the scheduling issue. ’We’re wholeheartedly in support of
allowing ITV the flexibility to schedule more aggressively,’ he
Eyre’s call to action came as ITV’s marketing and commercial director,
John Hardie, launched a new on-screen look designed to position it as
’television from the heart’. Out goes the current logo, deemed too
corporate, in favour of a more consumer-friendly logo and on-air imagery
based on the heart. The new look goes live on Monday.
New shows unveiled for 1999 include an adaptation of Dickens’ Oliver
Twist by Alan Bleasdale, a drama set in London’s underworld, The Vice,
and a comedy from the creators of Men Behaving Badly - Wonderful
Media Forum, p20.