ISBA Wishes Channel 5 Every Success

In an interview with Newsline, Bob Whooton, ISBA’s director of media services, welcomed the increased competition that Channel 5 will bring to the market place. Whooton feels that it is imperative that Channel 5 is given a chance: “There is a lot of misinformation flying about the industry, but Channel 5 has a very commercially orientated, tight-knit management team who are determined to deliver the goods to both advertisers and their audience.”

The agencies themselves are more sceptical. Andrew Cantor, group TV buying director at Mediapolis commented: ” Most of what is on the schedule is already on ITV, satellite and cable.”

Meanwhile, Sean Hoban, media planner and buyer at Media Shop, London, is concerned that the channel is overdoing its news output. Hoban said: “I am not sure whether hourly news will attract the young people 5 is trying to win-over.”

Once Channel 5 is available loud and clear across the country, the industry overall seems to be willing to give it a few months to prove itself. When the honeymoon period ends Judgment Day for Channel 5 will arrive.