CAREERS: Comment - Television jobs: linear thinkers need not apply

Commercial television in the UK is in the throes of a revolution. Not so long ago there was only one place to advertise your brand nationally and mass coverage was relatively easy to achieve.

Commercial television in the UK is in the throes of a revolution.

Not so long ago there was only one place to advertise your brand

nationally and mass coverage was relatively easy to achieve.

Today, a more complex plan is required to achieve a high level of

national exposure and there are so many channels to choose from. First,

came the cable and satellite channels and now digital television has

added to the complexity.

All these changes are good news for marketers keen to work for


Today’s broadcast brands need careful nurturing and most major channels

have built up strong in-house marketing departments to cope with

increased competition. It’s not easy to find and keep an audience

nowadays, with some very bright marketing minds taking each other on to

grab audience share. So if you’re a savvy marketing professional,

there’s plenty of scope to flex your marketing muscle in TV.

There’s another big change afoot. As the TV marketplace has grown,

advertisers have had to work even harder to make their advertising stand

out. This strategy has taken a number of forms and one of them has been


Opportunities to profile your brands in this way have mushroomed with

the emergence of multi-channel TV.

The broadcast sponsorship market is set to grow to pounds 100m within

the next ten years, according to ITV’s broadcast sponsorship committee.

Eventually, the BBC may be allowed to carry sponsored programmes on some

of its digital channels, and with tighter programming budgets it will

come as no surprise that sponsorship will play a part in financing the

development of all channels over the next few years.

At Cartoon Network we don’t just sell airtime, we offer an integrated

communications programme encompassing elements of sponsorship, character

licensing and on-pack promotions along with internet and comic book


These are woven together to create a multi-faceted communications

programme tailor-made to suit an advertiser’s exacting requirements and

to help provide a strong presence for their brands.

So here’s my hint for the next generation of revenue earners for


Tomorrow’s broadcasters are going to require bright sales people with a

breadth of lateral and creative marketing skills. The opportunities for

young marketing professionals who have the ability to ’sell in’ rapidly

sophisticated communication platforms are immense.

If you’re wondering how to break into television, look into the

expanding areas of programme sponsorship, advertising promotions,

character licensing and not to forget advertiser-funded programming as

timely entry points.

Mick Buckley is senior vice-president of advertising sales for Cartoon



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