The recent unveiling of the Channel 5 schedule has caused quite a stir in the advertising industry Channel 5 Schedule Launched.
In an interview with Newsline, Bob Wooton, ISBA’s director of media services, welcomed the increased competition that Channel 5 will bring to the market place. Wooton 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. There are bound to be mistakes in the early stages of the channel’s broadcast life and there will probably be subsequent schedule changes, but I expect that they will learn from this and an improved service will result.”
Wooton does believe that Channel 5 will bring a new style of programming to terrestrial TV, he was especially impressed by the innovative news format: “Young people aren’t not interested in news, they are just not interested in the way it is traditionally presented. Channel 5 are aiming to solve this problem and it may succeed.” Wooton added: “Channel 5 are using tactics that have proved successful in The States; the 9pm film followed by chat and comedy shows, is a scheduling format that has done well in America, there is no reason why it should not work over here.”
The agencies themselves are more sceptical about the new channel; it seems to be the general opinion that the information that the Channel 5’s PR machine is rolling out lacks substance.
Andrew Canter, group TV buying director at Mediapolis commented: “We can’t afford to get carried away with the hype, they put on a very good press presentation which managed to skim over the details. The Channel is trying to put across a modern, mainstream image, but when it comes down to it most of what is on the schedule is already on ITV, satellite and cable.” Cantor was, however, impressed by the different approach to news programming, but he feels that you can only judge a channel on its results, he is waiting to see what it delivers.
Sean Hoban on the other hand is concerned that the channel is overdoing its news output. Hoban, media planner and buyer at Media Shop, London, said: ” I am not sure whether hourly news will attract the young people 5 is trying to win-over.” Hoban went on to say: “The late night weekday programming will probably be Channel 5’s strongest attraction. Comedy zone will definitely interest young people. ITV put Jack Dee on a Saturday night when everyone’s out, at Channel 5 he will be on during the week when the young have more time for TV.”
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 Judgement Day for Channel 5 will arrive.
