UK advertisers are demanding a greater say in national broadcasting
issues as the media industry steels itself for the Independent
Television Commission’s decision on whether to move News at Ten.
The Incorporated Society of British Advertisers said this week that,
whatever the outcome of the News at Ten debate, advertisers should have
a voice in TV regulation.
ISBA’s chief executive, John Hooper, said: ’In the longer term we’ve got
to put pressure on the Government to change the Broadcasting Act to
introduce a duty of care to advertisers.’
His comments came as ISBA threw its weight behind ITV’s calls to move
News at Ten to allow more competitive scheduling. ’It will be a sad day
for ITV if the decision goes against it,’ Hooper added. ’It deserves a
chance to schedule freely.’
Meanwhile, ministers were optimistic that the ITC would ask the ITV
companies to think again about the News at Ten issue on the grounds that
ITV has yet to make a strong enough case for change.