Media & Marketing:TV3 will continue to look to ITV soaps and US imports for audience growth.
The new owners of TV3 plan to significantly increase home-grown programming but it was unrealistic to suggest they will be doubling or trebling its Irish content, as the station remains committed to showing the type of programmes which best suit its audience, TV3 chief executive David McRedmond said at the unveiling of the spring/summer schedule.
McRedmond, who joined TV3 from Eircom where he was in charge of regulatory matters and public affairs, said new owner Doughty Hanson was concerned about growth, not cost cutting. As a way of expanding its media interests in Ireland, McRedmond said it may make other bids for radio licences.
Pat Kiely, TV3's sales and marketing director, denied reports that the station had slipped to third place behind RTÉ2 . He said TV3 had higher audiences than its closest rival over the past six months. The reports had made "unfair comparisons" by including youngsters. Unlike RTÉ, children's programming is not part of the TV3 schedule.
Paul Moran, managing director of Mediaworks, said TV3's age bias positions it well between RTÉ1 and RTÉ2 . "Overall," Moran added, "in terms of delivering viewer numbers for advertisers, TV3 is neck-and-neck with RTÉ2.
"TV3 does well in terms of 20 to 40 year olds and housekeepers with children. It has a good choice of what agencies refer to as 'appointment to view' programmes - the ever-popular soaps like Coronation Street and Emmerdale."
TV3's Coronation Street was the top programme last year among 15 to 34 year olds. Aoife Nagle of Mediaworks said TV3 has had a steady share of viewing since 2003, with 13 per cent of all adults. The station's position on the Sky and NTL digital programme guides helped somewhat.
UTV has seen its 9.2 per cent share of adults at peak times slip to 6.2 per cent over the past four years. While TV3 relies on scheduled fillers like ITV's Footballers' Wives, RTÉ scores better on weekday nights with shows like Desperate Housewives and Lost, comedy runs and exclusive coverage of Champions League football.
Meas appeal
Meas, the group funded by the drinks industry in Ireland to promote the mature enjoyment of alcohol in society, has awarded its creative advertising account to Language, after a final contest with DDFH&B-JWT.
Language devised campaigns for Diageo, with warnings to young people about the dangers of consuming too much alcohol. Ogilvy was the agency behind drink aware.ie, but decided against repitching for Meas. Initiative will look after media.
While DDFH&B-JWT lost out on the Meas pitch, the agency has won Tayto in competition with Cawley Nea\TBWA. Sister agency Mindshare will handle media planning and buying.
McGonigle heads IAPI
Shane McGonigle, managing director of Leo Burnett Associates, has been elected president of the Institute of Advertising Practitioners in Ireland (IAPI) for the next two years, following the resignation of Jeremy Crisp, managing director, DDFH&B-JWT.
Crisp is moving to the US next month to head up Nail Communications in Rhode Island. McGonigle, who was elected vice-president before Christmas, has now been replaced by Tom Doherty, managing director of Publicis QMP, the sister agency of Leo Burnett.
Brian Swords, managing director of Cawley Nea\TBWA and a member of the IAPI board, was also proposed for vice-president.
Now yearly
Business magazine Decisionwill in future be published annually. Up until recently, Dillon Publications produced six editions a year with an estimated 5,000 copies syndicated to chief executives and senior management.
This year's issue of Decisionwill be an annual management review and will be released in April to coincide with the IMI conference.
Digital Aegis
UK holding company Aegis has joined the growing number of agencies setting up digital divisions. Aegis has launched Diffinity in Ireland to complement its media shops Carat and Vizeum and Brindley Advertising. Rob Price, previously with Bluecube Interactive, is heading up Diffinity, which is based in the Carat offices in Monkstown.
Capital gain
In an effort to raise its profile in business circles in Ireland, Merrill Lynch international capital markets is to appoint a PR agency. The international bank will choose from presentations made by PR agencies Q4, Reputation Inc and Slattery Communications.
• Michael Cullen is editor of Marketing, Ireland's marketing and media monthly cullen@marketing.ie
