ITC Says ITV Could Do Better
The Independent Television Commission has said that, while it welcomes the ITV Network Centre’s resolve to address its declining audience share without sacrificing quality and diversity, there still remains a lack of diversity within the peak-time schedule.
Writing in its 1997 Annual Report and Annual Performance Reviews, the ITC says that network drama, whilst often of very high quality, is increasing while entertainment, including comedy, continued to decline. It also said that factual programming in peak time was “too preoccupied with crime, emergency services and the paranormal, and the limited coverage of international issues in current affairs was disappointing.”
The ITC also welcomed an increase in the volume of network documentaries, arts and children’s drama called for in 1996 and singled out sports as a key success for 1997 in terms of its coverage and quality.
Of Channel 4 the ITC said that whilst it continued to serve diverse tastes and interests, it believed that there was a need for greater distinctiveness in adult education output, a broadening in the range of religious programmes and greater variety and depth in the content of science programmes.
The Commission also criticised the channel for losing “some of its innovative drive in 1997” and said that “more ‘landmark’ programmes could have been expected.” It did point out however that C4 is on target to meet future new licence requirements regarding repeats and programme commissions outside London.
Commenting on Channel 5 the ITC said that it had made a “promising start broadly in line with application commitments, although the quality and range of programming were affected by low budgets and the pressure to establish an audience.”
The ITC also said that C5 has brought a freshness and vitality to programme strands such as news, children’s and religion and that its priority is to build on these foundations.
GMTV is praised for performing “very well in a year when breakfast-time television became ever more competitive.” The ITC said the channel did well in its coverage of the 1997 General Election though “there is room for improvement in day-to-day political coverage.” It also said that some welcome new material for children emerged, but it was “disappointing that the commitment to improve the quality of children’s information programming seemed to halt in 1997.” It hopes that a planned overhaul of children’s output in 1998 may assist in addressing this.
The ITC also revealed that commercial television’s total revenue for 1997 was £4.733 billion, up 14% on 1996. ITV, with revenue of £2.306 bn, was the largest grouping, although its share has fallen from 54% in 1996 to 48% in 1997. Cable and satellite had the second largest share at 36%.
In terms of advertising, ITV dominates with a 66% share (compared to 72% in 1996), followed by C4 with 20% and C5 with the 3%. Cable and satellite channels increased their share from 8% in 1996 to 11% in 1997.
Subscription income accounted for 27% of total revenues, compared with 25% in 1996, and subscription revenues increased by 24%. Subscription growth however has slowed from 33% in 1996 and 45% in 1995. BSkyB has the largest share of subscription revenue at 79%.
Total TV sponsorship income amounted to £36m in 1997, up 15% from 1996, while income from sales of goods via home shopping channels rose from £80 million to £103m.
ITC: 0171 255 3000