Soap Wars

Richard Ross, John Keane and Stephen Roycroft

This case study is set against Granada's purchase of 45% of Ireland's TV3, consequently Coronation Street left RTE the Republic of Ireland station which had enjoyed the major share of viewing.
Agency: Ardmore AdvertisingAuthors: Richard Ross, John Keane and Stephen Roycroft
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Area Awards 2001 Bronze

Ulster Television

UTV Soap Wars

 

Summary

UTV, a regional television station based in Northern Ireland sought to gain improved audience share, within multichannel (cablefed) homes throughout the Republic of Ireland (ROI).

In this, UTV's second market, Coronation Street was previously broadcast by both RTE1 and UTV, with RTE enjoying the lion's share of viewing at 44%, compared to UTV's 25%.

With Granada's purchase of 45% of new Irish broadcaster TV3 'The Street' would leave...

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