Darby on TV

Ian Darby

It's a sign that TV companies are becoming either more open or more desperate that they are inviting journalists along to what they are starting to call their "upfront" presentations. The ones that they do every year where they get agencies and clients sozzled and convince them to spend "x" amount of their spend with them for the year ahead.

This never used to happen but this year I've received invites to most of the TV sales house presentations. And yesterday's was Channel 4's, held in the impressive surrounds of a house called the Violin Factory, an epic design project that featured in the worthy Kevin McCloud fronted C4 show Grand Designs

The setting seemed appropriate because, like the TV ad market, the value of the property C4 was using to host the event has probably fallen since it was a valued at a staggering £6.8 million ahead of the credit crunch. Andy Barnes, the C4 sales director, provided an entertaining overview of its prospects, handing out Lotto tickets to representatives from major advertisers including Danone, the COI and Kellogg, to illustrate the odd consumer behaviour during a recession (apparently we spend more on such gambling when things are tight).

While spending with C4 is likely to be less of a lottery next year, Barnes and the director of television, Kevin Lygo, were not wholly convincing that it's going to thrive. The return of Celebrity Big Brother in January will provide a welcome boost in ratings and C4 also deserves praise for the way it is growing E4 and for breakthrough shows such as Skins and The IT Crowd that are tapping into new audiences.

However, it's argument that it no longer competes in the same space as the BBC or ITV for mega ratings might not sit well with some advertisers. It's apparent strategy of commissioning programming that can bring in "lighter" viewers of TV (hard to reach and not prone to watching Heartbeat on ITV1) might work but also might encourage advertisers to be more selective when using the broadcaster.

In one positive sense though, the setting was wholly appropriate as it is the manifestation of a great creative project that really came off. C4 is good at these grand, bespoke projects itself and this year raised the bar with its live Honda ad. It may need more ot his type of thing next year if it's to stand out of the crowd.