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.
