Media on media: Brands flock to GB News launch, but will they stay?
In our new series Media on Media, media industry professionals review the latest launches and trends in commercial media. Wavemaker’s former chief growth officer Mu Ali takes a closer look at the UK’s new dedicated news channel.
Media: GB News
Launch: Sunday 13 April, 8pm (Freeview, Sky, Virgin Media, online)
Brands came out in force for the launch of GB News last night, Britain’s first new news channel in 24 years.
From its Paddington home, GB News announced itself at 8pm with an impassioned monologue from its figurehead, Andrew Neil, about what the channel will be because, “… now is the time to do news differently.”
Neil was clear in the ambition for the channel. “What unites us is the firm belief that we are committed to the people’s agenda, not the media’s agenda… because if it matters it to you, it matters to us”.
The first hour became a preview of that agenda, introducing the presenting teams and their “appointment to view” programmes.
Former Sky Sports presenter, Kirsty Gallacher, fronts The Great British Breakfast, whilst Dan Wootton, the former editor of The Sun, takes on the late-night slot alongside Nana Akuna. BBC News favourite, Simon McCoy, and Alex Philips hold court in the afternoon whilst the former politician and Sky News presenter, Michelle Dewberry fronts Dewbs & Co at six. Neil himself with have the primetime slot.
Advertisers had to wait to 8.21pm to be part of the channel, for which ad sales were bought through Sky Media. Heavyweights dominated them as they might in any Sunday primetime programming.
Kellogg’s took the first slot with a further nine brands following (including new economy businesses Amazon, Deliveroo and Cazoo) in a break lasting five minutes. There were three breaks in that first hour with AMEX and Octopus Energy featuring twice in one break with Virgin Media, Weetabix, Microsoft, Cadbury’s, OVO Energy, IKEA and the AA all taking their place in those breaks. At first glance, it certainly didn’t feel like brands were skirting away from the channel.
Some might have an issue with the GB News frame around their ads but perhaps there might be sponsorship opportunities around that format in the future. On that subject, there’s no sponsorship yet but, with the schedule focused on programmes rather than rolling news, expect brands (and their agencies) to pick and choose those opportunities.
Twitter was ablaze last night with commentary on the production values, with one wag quipping that “they’re filming in a shipping container’. In reaction to showbiz specialist Dan Wootton’s first explosive panel session, another advised: “stop shouting over your guests if you don’t agree with them”.
Dan Wootton has just spent five minutes on #GBNews broadcasting conspiracy theories about coronavirus being a “scare story”.
I’m old enough to remember an hour ago, when Andrew Neil promised that his new network wouldn’t spread baseless fake news
— Sam Bright (@WritesBright) June 13, 2021
The impact of social media’s reaction to GB News’ fortunes will be a fascinating aspect. Campaign group Stop Funding Hate has been using online platforms to lobby advertisers into staying away from the channel ever since Neil announced its founding. The group is now publishing a list of advertisers on its website and has pledged to keep adding more as they appear in ad breaks.
Yes, it’s true there were technical hitches last night – as you would expect on any live broadcast – and the set feels small and, in some places, basic and cramped.
However, let’s give the channel a chance to get into a rhythm. For all the GB Fox News commentary, let’s see if they can live up to the principles. Andrew Neil is a canny operator and they have a (reasonably) diverse make-up of national and regional journalists who have the people’s agenda “written into their contracts”.
Neil was at pains to say last night that, “We won’t forget what the ‘b’ stands for in our name.” Let’s hope that their audience agree – or it could be a very different ‘b’ that they are known for.