Media owners must prove airtime value in fragmented age

TV advertising will still be a vital communications tool in the digital TV age, but both advertisers and media owners will have to adapt to get the most from their TV budgets, according to delegates.

TV advertising will still be a vital communications tool in the

digital TV age, but both advertisers and media owners will have to adapt

to get the most from their TV budgets, according to delegates.



Richard Burdett, the vice-president of sales and marketing at Flextech

Television, presented a blueprint for approaching a more fragmented TV

market.



Burdett said that the onus would increasingly move to the media owners

to prove the value of their airtime and this would put added pressure on

channels to develop themselves into real brands.



’We need to create added-value opportunities beyond spot airtime and we

need to sell ourselves as an industry more effectively,’ Burdett

said.



’Media buyers need to recognise and support those channels that do this

and creatives need to be aware that they may have to rethink their

approach for different channels.’



Burdett also called upon clients to recognise that this new fragmented

TV world would require agencies to be remunerated for the extra time and

effort needed to make the most of the new environment.



John Billett, the chief executive of the Billett Consultancy, suggested

that one way of coping with audiences that have fragmented - and are

perhaps more likely to zap between channels - would be to concentrate

more advertising minutage into centre breaks.