What should TV do to protect its advertising franchise

Andrew Harrison of Nestlé Rowntree critically examines current TV performance and practices. He cites complacency, lower audiences and excessive inflation as factors for advertisers being dissatisfied.

What Should TV do to Protect its Advertising Franchise?

Andrew Harrison Nestl Rowntree

A 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...

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