Leading television broadcasters have appointed The Ingram Partnership after a competitive pitch to develop a coherent approach to the generic marketing of TV as a medium.
Channel 4, Five, GMTV, IDS, ITV, Sky Media, Turner Broadcasting and Viacom Brand Solutions agreed to investigate what needs to be done to market TV as a generic medium last month (MW February 12) .
The move followed continued criticism from the marketing community that TV broadcasters were not doing enough to “sell” the medium in an increasingly fragmented media market.
The Ingram Partnership is to conduct a study among the broadcasters’ customers, including advertisers, media and communication agencies, creative agencies and consultants, to ascertain their views on how TV should be marketed and what initiatives they do and do not want to see implemented.
Channel 4 director of sales Andy Barnes says: “Getting all the television broadcasters to agree on a course of action has been a long time coming, but now that it has happened we are sure that it will be well worth the wait.”
The Ingram Partnership partner Andy Tilly says: “For some time clients and agencies have been pushing for a unified approach to marketing the medium. This will provide them with the opportunity to make their views known.”