On the agenda at Monte Carlo TV95

Poor programming is one of the main causes of the recent decline in UK TV viewing, delegates at the TV95 conference in Monte Carlo will hear this week.

* Exclusive research conducted by Millward Brown says British viewers believe that TV has lost its innovative edge. But commercial TV is seen as doing better than the BBC.

* Meanwhile, Mars Petcare Europe franchise development director Malcolm Earnshaw will warn British broadcasters against insularity. In a presentation on media convergence, he will urge TV companies not to concentrate on their particular specialisation and encourage a greater emphasis on global strategies.

* Carlton UK Sales chief Martin Bowley will discuss interactive TV: what’s available, what’s on trial and its future potential. “In the rush to one-to-one relations (with the consumer) there is a danger that branding may be forgotten. But narrow casting and niche marketing should be used in support of – not as a substitute to – existing services,” he says.

* Laser managing director Mick Desmond will reveal research to prove the efficiency of using ITV peaktime to pursue the lighter viewer. He will also challenge advertisers to use TV in a more integrated way – beyond spot advertising and sponsorship.

* Cross-media ownership, Channel 5 and media auditing will also be subjects for debate.

Poor programming is one of the main causes of the recent decline in UK TV viewing, delegates at the TV95 conference in Monte Carlo will hear this week.

* Exclusive research conducted by Millward Brown says British viewers believe that TV has lost its innovative edge. But commercial TV is seen as doing better than the BBC.

* Meanwhile, Mars Petcare Europe franchise development director Malcolm Earnshaw will warn British broadcasters against insularity. In a presentation on media convergence, he will urge TV companies not to concentrate on their particular specialisation and encourage a greater emphasis on global strategies.

* Carlton UK Sales chief Martin Bowley will discuss interactive TV: what’s available, what’s on trial and its future potential. “In the rush to one-to-one relations (with the consumer) there is a danger that branding may be forgotten. But narrow casting and niche marketing should be used in support of – not as a substitute to – existing services,” he says.

* Laser managing director Mick Desmond will reveal research to prove the efficiency of using ITV peaktime to pursue the lighter viewer. He will also challenge advertisers to use TV in a more integrated way – beyond spot advertising and sponsorship.

* Cross-media ownership, Channel 5 and media auditing will also be subjects for debate.

* More than 380 delegates are expected to attend the event, which beings today (Wednesday), and involves 80 representatives from leading UK advertisers such as Bass, Kellogg, KP Foods, Pedigree Petfoods and Zanussi.

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