MEDIA: TV 2001 - Nestle chief urges broader TV strategy

Increased consolidation within ITV could be a 'pyrrhic victory',

unless TV contractors move to broaden their offering, according to

Andrew Harrison, marketing director for Nestle Rowntree.

Harrison warned that advertisers are increasingly looking for a share of

total media rather than a share of TV media as the means of setting

their budgets.

He forecast that 'much less' than two-thirds of Nestle's budget will be

spent on TV during the next three years.

Within this context, TV contractors' insistence on a share of broadcast

deals is a 'double jeopardy', said Harrison. He called on TV bosses to

develop a 'new business model', including partnerships with competitors

and more cross-media sells to tailor products to clients' needs.

'If Nescafe sponsors Friends, what is the deal that ties in the

sponsorship with outdoor, regular TV advertising, studio deals and

promotions?' he asked.

Harrison said media owners should work to develop more strategic

partnerships with advertisers to address issues such as ensuring an open

advertising environment for children's programming, rather than engage

in adversarial negotiations.

Underlining the need for unified systems for measuring audiences on

different platforms, Harrison said TV companies should lead efforts to

pull the measurements together.


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