TV Licensing: Creating a nation of willing TV Licence fee payers
Principal author: Vaughn Hartman, Proximity LondonContributing authors: Richard Swaab, AMV BBDO; Pauline Gillingham, Fishburn-Hedges; Claire Croft and Debi Bester, Proximity; Andrew Freeman, Harris Interactive
Summary
By 2010, a challenging social, economic, technological and political environment had created "the toughest environment for collection of the licence fee in 20 years"1. Complaints were increasing2, the advertising stood accused of being "heavy handed and threatening"3 and a projected increase in TV Licence fee delayers created the potential for significant revenue loss4...