One trick pony
Last weekend saw the final of arguably the biggest TV event of
the year - the X Factor.
Attracting over 12 million viewers on Saturday and 19 million on
Sunday evening, advertising slots during the two two-hour shows
cost a reported £250k per 30 seconds. Essentially, it was pay
day for ITV.
This is being hailed as a triumph for the broadcaster, which has
had very public struggles with money, feeling the effects of the
recession on its advertising revenue. And while its successes
shouldn't be ignored, it feels to me like they are papering
over the cracks a little.
Aside from its reliable heavy-hitters, the X Factor, Britain's
Got Talent, I'm a Celebrity...Get Me Out of Here, and
Coronation Street, ITV has had a hard time convincing people to
tune in. This is probably partly down to the wealth of options
available on multi-channel TV, but also that the station is so
strongly associated with only a handful of programmes in a very
specific genre.
Sure, there is clearly an appetite for reality TV and ITV has the
figures to prove it, but there are millions of people with no
interest in it and, subsequently, no interest in ITV.
Even though these shows are only on air for a few weeks at a time,
the name ITV immediately conjures up an image of brash, trash TV,
which does no favours to the quality drama they are capable of
producing.
So while the success of the X Factor should be celebrated, ITV
shouldn't - and can't - ignore the still-very-big brand
perception problems it faces.
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