MEDIA: What The Papers Say; C5B battles to prove it’s a real alternative

The issues present in coverage of the award to Channel 5 Broadcasting of the fifth national television channel suggests three communications challenges.

The issues present in coverage of the award to Channel 5 Broadcasting of

the fifth national television channel suggests three communications

challenges.



The leading issues were technical. The cost of retuning VCRs and

satellite receivers threw up two concerns; the varying estimates of the

total cost and the increased potential for theft. C5B countered by

noting the marketing advantage of knocking on people’s doors and the use

of ID cards by the retuners. Opinion was split as to whether coverage of

70 per cent of the population represents a triumph or a failure.



Related financial concerns were positive. C5B was considered likely to

be profitable in the long run. Pearson’s involvement was described as

consistent with its focus as a media and leisure group.



The long-term battleground will concern programming quality. C5B

received the ITC seal of approval and its promise to deliver something

for everyone was widely noted. However, critics claimed the channel will

not be a real alternative, but offer a pale imitation of existing ITN

programming.



Evaluation and analysis by CARMA International. Cuttings supplied by

Standard Press Analysts.



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