GEITF 2002: Ad Funded Programming Not Up To Scratch
Advertiser funded programming will not become a significant part of the peak-time schedule on the UK’s main commercial terrestrial channels unless the quality improves, according to Channel 4’s head of science and education, Sara Ramsden.
Speaking at a session entitled Cheap Shows Or Cheap Plugs at this year’s Guardian Edinburgh International Festival, Ramsden said the standard of most ad-funded TV fell short of normal peak-time standards due to its limited funding.
She said: “We’d be fools to turn our backs on free programming, but at the moment advertiser funded shows are not commercially viable. We must be aware of giving advertisers a say in the content of our programmes and more importantly we must never accept a programme just because its free.”
American talk show host, Jerry Springer, who was chairing the session, spoke of the benefits of ad funded shows, arguing that viewers would reject sub-standard programming. He said: “Everyone’s talking about not having enough money to make programmes and now there’s this great opportunity to generate money. Viewers are not stupid, if they don’t like a show they’ll change channels, this will ensure that ad funded programmes are up to scratch.”
Simon Lay, PHD Drum’s senior account director, claimed that subsidised programming was the next step for TV advertising saying: “Clients are looking for different ways to communicate with audiences, which are becoming more and more sophisticated. Ad funded programming is becoming an attractive option. It’s a way of rising above traditional spot advertising and trying to do something different. It’s about getting brands as close to the content as possible.”
However, the UK’s stringent regulatory framework would make it difficult for such programmes to get off the ground and according to the ITC’s controller of programming and advertising policy, Martin Hart, there is an attitude that viewers don’t want to see ads, product placement or branding during programmes themselves. He said: “We’ve got to strike a balance between commercial interests, which pay for programmes and content.”
The general consensus seemed to be that the UK is along way from producing peak-time programmes like Dawson’s Creek and Young American’s, which have heavy advertiser envolvement and product placement.
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