ITV’s peaktime schedule will continue to deliver advertisers’ best
route to mass communication in the next millennium, according to the
channel’s showcase presentation for 2000 delivered this week.
Programming highlights for next year include a new John Thaw vehicle,
Monsignor Renard - a war-time drama set in France, Sarah Lancashire in
the life story of the 70s TV star, Carol Atkins, and Amanda Redman,
Peter Davidson and Lynda Bellingham in At Home With The
Braithwaites.
Richard Eyre, the chief executive of ITV, said the channel’s stable of
top talent had helped it foster a unique relationship with its
viewers.
TV buyers have welcomed the continuation of ITV’s successful
formula.
Chris Locke, the joint managing director of MediaVest, said that the
2000 line-up was ’more of the same things they’ve done well this year’.
He added: ’ITV has clearly hit on something that is working, so it’s
great they’re continuing that. If I was the BBC, I’d be concerned.’
According to John Hardie, ITV’s marketing and commercial director, ITV
is well on target to achieve its goal of a 39 per cent share of the
peaktime audience this year. The channel’s share is currently 38.9 per
cent.
Hardie added that more young people are now watching ITV, with its share
of the 16-34 age group reaching 25 per cent, while ITV’s overall
peaktime lead over BBC1 is now ten points.
