Eyre claims free-to-air TV will continue to dominate sector

The future of television will continue to be dominated by mass-market, free-to-air broadcasters despite the so-called “digital revolution”, claims Richard Eyre, former director of strategy and content at RTL Group.

Eyre – who left RTL Group, the owner of Channel 5 and Pearson TV, in a blaze of publicity last month (MW March 22) – was speaking at the annual conference of the Incorporated Society of British Advertisers. He said that the digital TV market had “got carried away” with the speed of the technology and undervalued the conservatism of viewers.

“If the mass-market, free-to-air model disappears, it will disappear in favour of a model that works uniquely well for – guess who? – mass-market, free-to-air TV broadcasters,” he said.

There has been speculation that Eyre, who was previously chief executive of ITV, is a possible future chief executive of magazine publisher EMAP, replacing Kevin Hand who is rumoured to be on his way out. EMAP declines to comment.

At the same conference, Lord Borrie, chairman of the Advertising Standards Authority (ASA), called on the advertising industry to take action if it wants self-regulation to be extended to broadcast media.

He said that if advertisers want a one-stop shop for regulation, they will have to make the case for it, rather than expect the ASA to make all the running on their behalf.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here