Media: Gyngell veto on show weakens ITV brand unity [BB]

The decision by Bruce Gyngell, managing director of Yorkshire Tyne Tees Television, not to show prime-time documentary Hollywood Lovers threatens to weaken the unified brand marketing strategy of the ITV Network Centre.

The decision by Bruce Gyngell, managing director of Yorkshire Tyne

Tees Television, not to show prime-time documentary Hollywood Lovers

threatens to weaken the unified brand marketing strategy of the ITV

Network Centre.



The documentary, which is the fourth in a popular series, was to be

broadcast across the ITV network, until Gyngell decided to pull it as

part of his campaign against sleaze, and replace it with the Best of

Whicker’s World.



The ITV Network, which launched a pounds 5m branding strategy last year,

has stepped up its advertising of network programmes to boost the ITV

brand.



Simon Cox, head of broadcast at CIA Medianetwork, said: ’Advertisers and

agencies want a unified competitive schedule and markets, and ITV in the

last year has made strides in that direction.’



Media agencies are concerned that if Gyngell continues to adopt an

independent stance on network programmes, ITV’s branding campaign will

be undone.



A representative of the ITV Network Centre said: ’Bruce Gyngell is

within his rights not to show it. ITV has always been a regional channel

which retains a strong regional identity.’



If Whicker’s World does not match the audience levels of Hollywood

Lovers, it stands to lose ad revenue. Robert Ray, deputy managing

director of The Media Centre, said: ’Hollywood Lovers is an opportunity

to bring in younger audiences. I’m not sure Whicker will bring them

in.’



Gyngell was unavailable for comment as Marketing went to press