ITV Plans TV Marketing Forum

ITV is to hold a one-off, invitation-only marketing forum to remind advertisers and agencies of what marketing and commercial director Jim Hytner calls “the magic of television”. Quiz show presenter Chris Tarrant has already been confirmed as the host for the Television Matters event, to be held at Billingsgate on 14 May, while speakers so far include HRH The Princess Royal, Michael Grade, Simon Cowell and the team behind Pop Idol, Brian Park and David Bergg.

Hytner said: “ITV and its customers spend a lot of time talking about shares and prices, but we don’t spend enough time talking about the magic of television- the impact it can have, the creative processes behind it and the special ingredients that make it the most talked-about medium on the planet.”

The conference will examine the issues facing broadcasters and their clients and will also include the unveiling of new research into how viewers watch television and how it affects their purchasing. There has been some criticism of the fact that, at a time when Advertising Association figures suggest that 2001 saw an 11% year on year fall in TV revenue (see Ad Association Figures Show 2001 Falls), ITV has gone it alone with this conference, rather than teaming up with, at the very least, its fellow terrestrial commercial channels.

However, Hytner’s comments suggest that his channel is happy to take on the responsibility of revitalising the market alone: “It’s up to the brand leader to get this message across and use our position and contacts to encourage the most open dialogue possible with advertisers and agencies.” he said.

ITV: 020 7843 8000 www.itv.co.uk

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