Channel 5 received retuning requests from 13,000 callers during its biggest test transmission in London so far, which took place last weekend. The test confirmed interference patterns found during trials in Scotland and may mean Channel 5 retuning far fewer homes than originally thought. The channel plans to step up it test transmissions while continuing its retuners’ calls on all homes in affected areas.

Newsquest, the regional newspaper group that bought Westminster Press last year, has parted company with regional sales house Amra after 12 years. Newsquest will put its national advertising sales into a new operation, Newsquest Media Sales.

The National Magazine Company has appointed Kevin Adams, marketing and advertising director of New York Times Specialised Publications, as publisher of Country Living. He replaces Brian Whittaker who has taken a career break.

CIA International has appointed Katja Fischer from Initiative Media Paris as development director to oversee new business.

Nickelodeon, the children’s cable and satellite channel (right), is to sponsor a branded attraction at the Alton Towers theme park. The attraction, Nickel-odeon Outta Control, will be based on interactive TV.

Concord, the poster specialist, has formed an international poster buying alliance with poster specialists in Germany, Belgium, Holland, Ireland, France.

Coronation Street should not change its storylines to attract more viewers, according to a survey by CIA MediaLab. Of the 500 adults questioned, 82 per cent were against storylines being ‘spiced up’ with more sex.

National Readership Survey figures show that magazine readership increased by 300,000 or one per cent in 1996. Magazines’ total readership for the year was 37 million people.

The Daily Express and PolyGram Video are offering a 1m reward to anyone who can prove the existence of the Loch Ness monster. The reward is part of a promotion for PolyGram’s Loch Ness video.

MTV Europe has appointed Ann O’Neill, Capital Radio’s head of sponsorship, as its head of sponsorship.

We have been asked to point out that the Advertising Standards Authority has no objection to The Independent’s use of the strapline ‘It is. Are you?’ (MW January 24).

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