ITV targets £3bn local advertising market

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ITV is to take on UK regional newspaper groups and local radio stations by targeting what it says is a £3bn local advertising market with its expanded broadband video service, ITV Local. Lindsay Charlton, director of programming and content for ITV Local, said the service would be expanded from its Meridian pilot to the London and Central regions, and eventually across the UK.

Charlton, who oversaw the Meridian ITV Local launch, told Broadcast magazine's IPTV Explained conference that the strategy was to work with ITV's local brands and build on each region's five-and-a-half hours of news coverage each week. Added to that content would be niche material contributed by web users in each region.

Charlton said spot ads could be sold for "a couple of hundred pounds" to hotels and car dealers, and advertisers who had a "real appetite to be under the ITV brand targeting a niche audience".

Earlier this month ITV acquired the online business directory Scoot. ITV Consumer chief Jeff Henry said the acquisition?for a reported £3m?indicated that ITV was "serious in our ambitions to enter the online business directory market and capitalise on our experience in broadcast advertising".

Lovelace Consulting  |  15.12.2006

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