MGEITF 2004: Five Shuns Digital Launch In Favour Of Comedy
Five’s director of programmes Dan Chambers has poured cold water on the prospect of the broadcaster launching a digital channel in the near future, claiming it would be “phenomenally” expensive to get off the ground.
The UK’s smallest commercial channel is currently looking at ways to strengthen its position in the burgeoning digital market and is contemplating getting into bed with big-hitting rivals such as Channel 4, BSkyB or Flextech.
However, Chambers dismissed the prospect of the channel launching a digital spin-off along the lines of E4 or ITV2, saying: “The cost of getting a venture like that off the ground would be huge and the money would probably have to come directly out of the programming budget.”
The programming chief, who has helped Five to see record ratings, said the success of the main terrestrial channel was his main focus. However, he insisted he would be keen to launch a digital offering if shareholders, RTL and United Business Media, boosted his budget by £50 million.
Chambers plans to deal with the threat posed to Five by the growing number of digital channels and the rise of personal video recorders by making live events a key part of the channel’s schedule over the coming months. He said: “Live events will become increasingly important as the multi-channel audience grows and PVRs begin to take-off.”
He also intends to drive viewing share by making Five “the home of good comedy” with a number of new commissions designed to complement high-profile Friends spin-off, Joey, which the broadcaster acquired last month for a reported £500,000 per episode (see Five Wins Friends Spin-Off After Fierce Bidding War).
Commenting on the acquisition, Five’s chief executive, Jane Lighting, said: “I am so pleased that we have acquired Joey as it will form part of the long-term strategy that Five stands for fun. The acquisition will allow us to launch a block of comedy programming that will sit at the heart of the schedule.”
Despite the relatively high price paid for Joey, Lighting was forced to admit that the show would probably not outperform Five’s hugely successful CSI: Crime Scene Investigation. The series, which was acquired for a fraction of the cost of Joey, regularly attracts more than 3 million viewers to the channel.
MGEITF: 020 7430 1333 www.mgeitf.co.uk
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