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Media Perspective: Miss Marple is not going to solve ITV's ratings issue alone.
While some in the Campaign office were salivating at the prospect of being sandwiched between Monica Lewinsky and Rebecca Loos at the Edinburgh TV Festival (the pair are participating in a session on payment for TV interviews), I was getting all worked up over a tweed-clad septuagenarian spinster.
More specifically, about the return of Miss Marple to our TV screens as part of ITV's autumn schedule. A personal favourite of mine following the BBC's quality adaptations of the Agatha Christie books in the 80s, Miss Marple forms part of an autumn line-up dominated by drama. I only hope that ITV does a good job of updating the elderly heroine.
More importantly, ITV desperately needs a strong autumn as agency estimates suggest its share of commercial impacts is down significantly on last year. Under the Contract Rights Renewal mechanism, it could face a fall in revenues next year with a large chunk of its advertising going elsewhere.
And it is faced with chasing the most difficult audiences to win (ABC1 adults and 16- to 34-year-old men). Barb data showed ITV impacts for these audiences were down by 7 per cent and 10 per cent respectively during the first five months of the year.
The autumn schedule is an impressive attempt to win back this lost ground.
Quality drama, targeting ABC1 men and women, is the strong point of the ...
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