Media: A minute with ... David Kermode, editor, 5 News and OK TV

- What makes the brand different?

There is no daily entertainment magazine show currently on terrestrial television. So we have set out to bring something different to the market and this is a huge area for potential growth.

- Describe your audience

Our audience is about 65 per cent female; we skew younger than most news programmes. We are pitching the show to appeal to readers of the magazine.

- What opportunities are there for PROs?

We have a market for big-name guests. So if there is a brand launch being sprearheaded by a major celebrity, then there is the opportunity to chat to that person. We also look at things such as fashion, but this would usually need to be celebrity inspired.

- Any advice for PROs?

Ofcom rules do not allow celebrities to come in and talk primarily about a brand. It is important that PROs understand this. However, it is possible for a celebrity to talk about themselves and perhaps mention what they are involved with during the interview.

- What is your PR pet hate?

My biggest frustration is what I regard as email spam from people who are sending in items that are wholly inappropriate for our output.

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