It arrived with quite a reputation. Although many of us had never seen Live TV before, we’d all heard about ’The News Bunny’ and ’Topless Darts’.

It arrived with quite a reputation. Although many of us had never

seen Live TV before, we’d all heard about ’The News Bunny’ and ’Topless


Well it’s now on-air with Newcastle Live. The first 30 minutes of every

hour between noon and 7pm weekdays is devoted to local news, sport,

entertainment and the weather - which, according to the advance

publicity, is ’what people are really into up here’.

And it’s absolutely right. However, the trick is in getting the content

and the balance spot on. Metro FM has been ’hitting the spot’ for over

two decades - but it’s not easy, there is no magic formula.

I don’t feel threatened by Newcastle Live. I wish it well. The North

East media scene has been getting more competitive for years with the

arrival of free sheets, cable TV, national and regional commercial

radio, free ads papers and now a purely local cable station.

’Local’ can sometimes be a difficult proposition for national

advertisers and agencies. When major brands embark on a national

strategy, it’s because they have national distribution and they use

national media.

’Local’ on the other hand implies something small and parochial. But

there’s nothing wrong with being local. Local people spend local money

in local shops. In independent radio terms, for ’local’ read


I bet the people at Live TV have exactly the same viewpoint. They know

their national marketplace and they’ll have researched the local


Consequently, they will be aware both of their potential and of their


Newcastle is known the world over as a city which rocks noon and


We love to be entertained. Live TV can tap into this culture with its

own style of entertainment.

You may not like what it does; I noticed only yesterday it presented

’the bounciest weather in TV’ - a vertically challenged person on a

trampoline reading a weather forecast.

Completely outrageous, even in Newcastle, but they’ll get an audience

for it (although how big, I couldn’t say).

Of course it now must convince advertisers that Live TV, and in

particular, Newcastle Live, are environments which will get results for

their advertising pound. It doesn’t matter who you are - Metro FM or

Live TV - sooner rather than later you’ve got to get results for


Launched: September 25

Owner: Mirror Group

Subscription package: pounds 12.99 per month (including 12 channels)

Total viewers: 84,000 Newcastle Live (BARB)


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers