The ITV Network Centre has said that it is on course to meet its peaktime average share target of 38% for this year. In its review of 1997 the Network also warns however that “because of the lead times in programme creation, much of 1998 will be a transitionary year.”
In the document John Hardie, marketing and communications director of the Network Centre, also restates the broadcaster’s commitment to challenging BBC1 for viewing share: “From now on BBC1 will be our key focus for competition – not Channels 4 and 5. We are embracing a much more aggressive viewer marketing strategy than ever before. We have committed ourselves to specific, measurable targets over the next few years.”
Hardie goes on to say: “Our target is to reverse a decline in peak time audience share and instead deliver growth. Specifically in 1998, our peak-time share target is 38%. Thereafter, we aim to grow to 39% in 1999, and to 40% in the year 2000. Within these overall targets, we will improve our profile among ABC1 viewers and increase our share among housewives in daytime.”
ITV Network Centre: 0171 843 8000
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