One Country One Medium Companies Face Difficult Future

One country one medium companies such as ITV and Trinity Mirror are facing a difficult future, according to WPP chief executive Sir Martin Sorrell.

Sorrell, speaking at a Royal Television Society event yesterday evening, said that there is trouble ahead for media owners in developed countries working in just one medium, such as free-to-air TV, newspapers, magazines and radio.

He said that in order for companies in developed markets to grow, two things that have to be done are investment in China and online.

However, he added: “Transferring a one country one medium company to digital is very difficult to do.”

He went on to say that unless a media owner is very broad in their vision, they are in trouble, adding that the balance of power between old and new media could shift in the next 12 months, bringing big opportunities for TV, newspapers and magazines.

Speaking about ITV, Sorrell said that the broadcaster has to invest in the product, although he conceded that this is “a very difficult thing to do in a recession”.

It does not help, he added, that there are limits on product placement on UK television.

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