Placing the consumer centre-screen: a view from the inside

David Brennan

Reflecting over 20 years inside media companies, this paper is offered as a personal view and analysis of the changing attitudes towards, and use of, research in the management of audiences.

Placing the Consumer Centre-screen: a View from the Inside

David BrennanFlextech Television

INTRODUCTION

It has been said that, until recently, the UK television market was the nation's last great productled industry. When other industries had come to recognise that the strategy of producing a product and then trying to find a market for it often led to warehouses full of unsold stock, television was different. Of course, it helped that the TV equivalent of unsold stock low ratings and share was almost impossible to achieve in a two, three or even fourchannel environment (even though Channel 4...

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