MediaCommunications

MediaCom View: ITV are trialling a local broadband TV service in Brighton and Hastings with a view to generating revenue through the local classified advertising market. The pilot will include local news, weather, film information, an entertainment guide and community produced programmes alongside different classified sectors.

MediaCom View: The client list at Sky Media is growing rapidly at present. Alongside the recent additions of Reality TV and The Horror Channel, they have announced the acquisition of Extreme Sports Channel as part of an aggressive strategy to target young and upmarket viewers. Currently Sky Media claim to have seen a 12% gain in commercial impacts amongst the ABC1 demo.

MediaCom View: After a week of speculation, BSkyB have announced their entry into the broadband market with the acquisition of Easynet. The move represents BSkyBs answer to the new combined offering of NTL and Telewest and should increase competition within the 'Triple offering marketplace' (Digital TV, Broadband and Telephone) and allow BSkyB to continue its push for subscriber growth.

MediaCom View : The Periodical Publishers Association (PPA) are hoping to increase newsstand sales of magazines by running an induction programme for retail buyers which will help them focus on the creation and distribution of magazines and educate them in readers relationships with magazines. Whilst mainly focused on the larger retail groups the PPA will also give their support to independent retailers although its not yet been decided in which vein this will be offered. In addition to the trade campaign the PPA will be launching a 'just ask' consumer campaign, which will remind customers that they are able to order any magazine title to their local retailer. This charm offensive is seen by many as a way of influencing the outcome of the OFT ruling, which if changed could give retailers the opportunity to break away from the current territorial distribution set-up in order to find cheaper prices elsewhere. Something the smaller outfits will fear both as retailers and distributors.

MediaCom View : More DAB services are welcome news for both the consumer and the advertiser. As a consumer/listener we get more choice and greater richness and as advertisers we're able to target more accurately and this means less wastage and better value for money.

MediaCom View : One of reasons for the massive growth in digital advertising is the interaction it allows between brands and consumers. Digital ads allow consumers to interact with their advertising, which could simply be clicking to find out more or providing information for personalised ads. With the growing penetration of broadband new digital ads allow live interaction in the ad unit. This could take the form of questions and answers or a demonstration of the product live. These have proved highly popular with technology advertisers but are starting to move more mainstream. As consumers become more confident using digital technology, they will be expecting more from advertisers than poorly thought out and poorly executed digital advertising.