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ISBA Optimistic About Channel 5

The Incorporated Society of British Advertisers believes that Channel 5 has a good chance of success and that the problems with the new channel have been overstated.
In a brief to members ISBA says that competitive media have been quick to criticise Channel 5. It points out that if the licence is awarded then the new channel will have lower outgoings than existing contractors, who have new franchise arrangements to contend with. Channel 5 also has no obligation to pay a percentage of advertising revenue to the ITC.
Kenneth Miles, director general ofISBA, suggests; “The costs of retuning VCRs and fitting aerials will not be anywhere near as high as the annual payments to the ITC being made by the other channels and should be seen in this context.”
The brief estimates that Channel 5, with its regional focus, may win a 10% share of audiences with a youngish profile.
ISBA also comes out in favour of UK Gold, the joint BBC/Thames satellite venture, suggesting it will have a strong impact.
ISBA: 071 499 7502