Phone-vote scandals rock trust in broadcasters

by Nicola Clark, Marketing 28-Mar-07

Broadcasters embroiled in the phone voting scandal are facing a backlash from consumers that could have devastating consequences for their revenues.

According to research by Gfk, 70% of consumers say the recent events
have affected their trust in the broadcasters. A further 35% said they
would neither vote nor enter competitions again, while 18% said they

would enter phone-in competitions or participate in TV show votes less

often. The research found that 94% of consumers were aware of the
scandal.

Media coverage of the issue shows no signs of abating: further
allegations were made against ITV's Dancing on Ice finale in last
weekend's national newspapers.

The latest news follows allegations in The Sun - denied by ITV - that
David Gest was mistakenly kicked off I'm a Celebrity, while Blue Peter
presenters were forced to make an on-screen apology for a botched
competition.

Ofcom has confirmed it is to launch an official investigation into the
quiz TV sector. Shadow culture secretary Hugo Swire, meanwhile, is
pushing to introduce a code of conduct to restore public confidence.

Earlier this month ITV pulled the plug on its gaming channel ITV Play
(Marketing, 14 March).