Laser Sales, the Granada-owned TV sales house, has created a new
commercial division to exploit revenue opportunities across the Granada
Paul Chard, Laser’s director of sponsorship, has been promoted to the
new post of commercial director, with a brief to pull together all
revenue-generating streams beyond spot advertising for Granada, LWT,
Yorkshire Tyne-Tees and Border.
Chard will take charge of sponsorship, advertiser co-production,
licensing and merchandising, as well as all additional income related to
spot revenue. This includes sales promotion, test marketing, launch
support and sampling. Chard’s position could also span revenue
opportunities from Granada’s satellite channels when they launch towards
the end of this year.
He will also be charged with generating more income from a closer
association between the broadcasting division and other parts of the
Laser is increasingly keen to offer advertisers deals that span TV
advertising, sponsorship, merchandising and so on, and can also be tied
in with commercial opportunities through Granada’s catering, retail and
Chard said that his role was designed to streamline all these potential
revenue channels to maximise income for Granada and provide a one-stop
shop for its advertisers.
‘We need to have a coherent message when we’re dealing with
advertisers,’ Chard added. ‘We can now talk to advertisers about
developing their basic advertising campaigns through into sponsorship,
licensing and sales promotion, for example, helping them to devise a
more coherent communications strategy.’
Chard said he would be working in tandem with Derek Hemment, the deputy
chief executive of the sales house, who was transferred to a broader
commercial role relating to revenue opportunities within the group last
summer. However, Chard’s new job has fuelled rumours that Hemment could
be preparing to relinquish his current role.
Martin Lowde, Laser’s sponsorship manager, will now take over Chard’s
former post as head of sponsorship.