What Should TV do to Protect its Advertising Franchise?
Andrew Harrison Nestl RowntreeA year ago, at the 2001 TV conference in Madrid, I outlined some threats and opportunities that commercial TV was facing in the new multichannel world. Cost inflation had escalated unacceptably and I pointed out that advertisers might 'walk away' from TV over time unless costs were fundamentally realigned. Most importantly, I called for a new partnership between TV stations and advertisers: the vicious circle of platform choice, leading to audience fragmentation and higher costs, exacerbated by excessive TV inflation, need not become the way...