Chief executive of ITV Broadcasting Mick Desmond has given a candid interview to the Financial Times' Creative Business section today, in which he admits to failures with some key programmes: "We had a poor summer period, the BBC had a very good Olympics, Channel 4 had a good performance with Big Brother. We had a couple of failures with key programmes."
On the back of overall audience share declining by 6% in the year to September, the FT article suggests that the success or otherwise of ITV's Autumn schedule will be vital for ITV - and for the futures of its senior management. Desmond addresses this issue in the interview, saying he feels the new schedule is working - reversing the summer's decline, helped by a 6% increase in originated programming budget to nearly £600m. "We have strengthened the autumn schedule and spent more money on marketing. That's a clear change of strategy." He also talks of the importance of "soft advertising" through on-air promotions, radio advertising and increased national newspaper promotions: "We use the dark art of public relations to bring this to life," he added.
In the first half of the year, ITV's total share of commercial impacts fell from 44.4% to 41%. There are industry fears that the channel could see a fall of over £50m in 2005 for accounts covered by Contract Rights Renewal.
ITV3 is expected to launch Freeview and cable next week, although it will not initially be available to digital satellite homes. The channel offers reruns of classic series such as the life of the English King Henry VIII. | 
26-10-2004
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