Granada Boss Seeks Increased Competitiveness

Duncan Lewis, the chief executive of Granada Media, believes that the ITV schedule requires radical changes and development if the organisation is to cope in the increasingly competitive TV market. According to the FT Mr Lewis also believes that a new kind of relationship needs to be struck between ITV and advertisers. He maintains that the way to achieve both these aims is to make ITV more competitive and more commercial.

Mr Lewis proposes that the basic ITV schedule should be created one or two years in advance which would give advertisers more time to plan their campaigns and spending. He also calls for the schedule to be sold more aggressively.

While advertisers are certain to welcome these ideas, a source at ITV said that the majority of ITV chiefs would need convincing that the logistical problem of a schedule planned two years ahead and an aggressive marketing campaign would really benefit the Network.