Five axes red-button services
MediaComment: Five’s decision to close down its interactive TV service is perplexing. ITV, Channel 4 and Sky continue to champion iTV as one of the most effective additions to TV advertising. Furthermore, according to a recent study carried out by the DMA, iTV is the most powerful means of driving a consumer purchase. We know from extensive experience in this area that interactive TV is perfect for consolidating brand relationships, driving responses and increasing propensity to purchase. With analogue switch-off looming; the number of ‘red button’ enabled homes continues to grow and as such, MediaCom will continue to promote and run interactive TV campaigns for clients.
Global and GCap strike deal
MediaComment: Global radio have finally agreed a deal to takeover GCap Media at 225p a share. The agreement values GCap's business at £375 million. The deal was reached 1 hour after a deadline by the Takeover panel was extended. It creates the largest radio operator - with nearly 50% share of the radio market. GCap's current chief executive Fru Hazlitt and chairman Richard Eyre are expected to leave with substantial financial payouts being speculated. Privately owned Global radio have big plans for investing in the stations and be a larger commercial force in competition with the BBC.
stacey.pratt@mediacom.com