MediaCommunications

MediaCom View: According to a report from the European Interactive Advertising Association & the Online Publishers Association, European advertisers (and publishers) are steering away from 'traditional' online ad placements, and moving into the larger online formats, indicating their desire to increase the scope for creativity and interactivity presented by rich media & video streaming. While this study points toward physically larger ad placements, we should bear in mind that what we can do with online ads is only restricted by your imagination, and they're not necessarily confined to pixel dimensions quoted on media schedules. In an arena where published video is increasingly becoming the norm, brand advertisers have to work harder to engage with audiences - Consumers have high expectations these days, and the 'rich' in rich media has got more to do with the experience they get for engaging with your ad.

MediaCom View: Ofcom are looking to change the way commercial radio is regulated and licensed according to proposals put forward for a consultation on the future of radio. Currently there are different licensing and ownership rules for analogue and digital stations - which Ofcom want to standardise and relax across all listening platforms. This is not only for clarity and more flexibility for media owners but also to assist the transition from analogue to digital. Ofcom are seeking views at this consultation level that will ultimately contribute to proposals submitted to the Secretary of State later this year. It is essential that Ofcom reflect the changing radio marketplace and these proposals should help facilitate radio's future growth.

MediaCom View: Thelondonpaper and London Lite face being dropped from the Audit Bureau of Circulations over allegations of newspaper dumping as the freesheet war continues to rage between News International (NI) & Associated Newspapers (AN). AN claim that distributors of its rival have been throwing bundles of papers away. The publisher has taken out a press advert in the trade press showing the distributors throwing papers into bins on three separate occasions. The advert carries the strapline "The free paper they can't even give away". NI have subsequently countered this claim by publishing their own advert in the trade press which states that just three rogue distributors dumped 2,900 copies in total (0.5%). The ABC's freesheet policy is one of 'distribution & return' which, by its very nature, relies on all copies which are not handed out, being returned. MediaCom will always assume a small percentage of the free titles which are not returned, do not get into consumers hands and this is taken into consideration in our negotiations. However, should the ABC decide to drop the free titles this will cause huge problems for the titles.

MediaCom View: The much anticipated launch of ITV’s VoD service marks yet another stage of the broadcaster evolution. The service will offer live streaming of a huge chunk of its content, as well as a comprehensive library of its extensive programming. In addition, ITV has employed a raft of producers to create content exclusively for the site. We don't expect the service too big in stature to begin with; however we expect VoD consumption to increase once ITV streams its heavyweight shows such as I'm a Celebrity Get me Out of Here and The X factor.