Dyke: ‘Invest in marketing’

BBC director-general Greg Dyke has said that the marketing of television programmes will require major investment over the next decade as more viewers take up digital TV and use modern technology, such as personal video recorders and broadband, to watch programmes whenever they want to.

Speaking last week at the Royal Television Society’s conference in Cambridge, in a debate on technology, Dyke said that over the past decade the TV industry had invested in distribution, but that over the next decade its focus would be marketing, an area that terrestrial TV has historically spent little on.

“As technology changes, getting people to know what you have got becomes harder and that requires marketing,” said Dyke. “You can no longer justify spending large amounts on programmes without letting people know they are there.”

Also speaking at the conference, PHD Group chairman Tess Alps agreed with Dyke’s comments, adding that marketing “is part of public service broadcasting duty”.

She admitted that as a result of changes in technology, advertisers were increasing their use of other media, such as outdoor and cinema, to target consumers, but that they were also working to make TV advertisements more interesting in order to stop viewers switching channels.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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