Industry Reacts With Mixed Feelings To ITV Programme Schedule

The media industry has offered mixed views regarding the new ITV Autumn schedule launch that was unveiled yesterday (see ‘Refreshment, Renewal And Reality,’ Says ITV).

John Baylon, TV Buyer at Leo Burnett, summed up the general feeling when he told Newsline that the package of programmes “showed some encouraging signs, but the channel could do more.” He was, however, pleased with some of the entertainment programmes on offer.

Andrew Canter, broadcast director at Mediapolis, said: “It was a well put together presentation that showed there was good quality programming coming through.” He was worried about the “overexposure of certain stars” and was slightly surprised that there was no mention of the digital ITV2 channel.

Dave King, broadcast development director at Carat Advertising, said: “I’m impressed with the new team, the marketing and promotion looked strong. As to the content, the dramas and particularly the factual programmes looked like they were capable of delivering audiences. There was little, if any, mention of blockbuster films in the schedule; maybe the beefing up of dramas and factual programmes is offsetting the lack of films.”

Those views have not been shared by one media buyer who said: “What ITV was offering was not going to work. Looking at the market place there is nothing here to attract light viewers, who are increasingly making up a substantial part of the viewing audience.”

While another said: “The dramas on offer like Hornblower and The Inspector Pitt Mysteries don’t look like they will attract mass audiences.” There was also disappointment that there was no mention of what ITV intends to do with News At Ten.