OPINION: The Big Question - Which TV programme do you think would best suit your brand? In the run-up to last Sunday's Census Day, the Census Media. Initiative Unit arranged for a relevant storyline to be woven into Coronation Street

James Layfield


'I think Hollyoaks hits the mark. Primarily, there is a natural fit

between our site and the programme. This is essential if a placement is

to get results. Consumers, particularly students, can quickly spot a

forced placement - and it jars. In order to mirror true student life, it

would be essential for Hollyoaks characters to be seen interacting with

Virginstudent.com. There is also a match between our brand values, and

the values characterised on screen. With its aspirational outlook, it

would be very much on-brand. Most importantly, it would be an effective

way of reaching our primary target audiences of students and


Alyson Rose

Disability Rights Commission

'Who Wants to Be a Millionaire? is watched by many of our target

audiences - which include disabled people, business owners, and the

public and policy-makers. So, a pounds 16,000 question on 'What do the

initials DRC stand for?' would be great. As a new organisation, raising

awareness of our name is vital, but as important is a change in the way

disabled people are treated by society. Viewers who regularly see

disabled people on TV in ordinary roles - not as heroes or victims -

such as presenting the news or as a character in a soap, sends out a

positive message. Maybe we should persuade the BBC to appoint a disabled

presenter on Top of the Pops or Blue Peter.'

Andrew Allsopp

Age Concern

'EastEnders is an obvious contender and a programme where we already

experience brand awareness. An Age Concern collection tin is on the

counter in the cafe, so our brand is already closely associated. But

it's the way EastEnders - not to mention Corrie and Emmerdale - don't

ignore older people. That in itself sets them apart on TV. The way older

people are, in the main, portrayed on EastEnders, mirrors what Age

Concern does - we help and support older people in the way the Albert

Square community does. There's been some real brevity about recent

storylines, which involved older characters.

Remember the sensitivity with which the story of Ethel's death, even in

such controversial circumstances, was handled? If older people's issues

were covered in the late evening news bulletins as much as they are on

soaps, we'd really be getting somewhere.'

James Rothnie


'ITV's Airline, which is now running its fifth series, is about easyJet

so there is already a long-running TV programme about one of our

companies. But given the number of companies in the easyGroup, there are

indeed a number of TV programmes that could reflect our brand, such as

Top of the Pops, because we keep churning out hits loved by the

consumer, and Match of the Day, because we have a number of teams out in

the field - while back in the studio there are a small amount of us

analysing and commenting on the performance. Finally, I have to compare

us to Baywatch because of our extensive and attractive use of the colour


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