The Institute of Practitioners in Advertising (IPA), which has over 200 members, has welcomed the ITC’s decision to allow ITV to move the News At Ten (see ITC Agrees To News At Ten Move) after a lengthy campaign in support of the schedule changes. The Institute says that it has warned of further TV cost inflation which would result if ITV were not allowed to build its audience levels.
Ray Kelly, chairman of IPA Media Policy Group: “We are delighted that the ITC has not bowed to Government pressure and allowed this move to take place. News At Ten has served the advertising industry well in reaching a large, quality audience. But in recent years its scheduling has been a barrier to audience delivery after 10:30pm. The proposed changes mean that ITV will now have the flexibility to more effectively schedule their programmes.
“What we are seeing is a more level playing field with the BBC who do not suffer regulatory restraints and look forward to ITV now increasing their benchmark of audience delivery. It is not in the interests of British business to allow ITV’s resolute efforts to reinvigorate itself to be waylaid by regulatory obstacles applying to one player but not others.”
IPA: 0171 235 7020
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