Should Ofcom widen its CRR review into a full TV market inquiry?

by Media Week, Media Week 08-Jan-08

YES - Bernard Balderston associate director of UK media, Procter & Gamble.

It's a good idea to widen the review. A full investigation would clear up once and for all the outstanding issues raised by the Competition Commission around the Carlton and Granada merger decision in 2003. Developments in Germany - where the ad trading system has been overhauled - pose questions for the UK marketplace.

YES - Phil Georgiadis chairman and chief executive, Walker Media

Ofcom would not be doing due diligence for the issue of CRR if it didn't do a full market review. I would support the abolition of CRR if agency deals were outlawed at the same time. The lack of transparency in the way advertisers are advised in the best use of TV is a serious issue. The CRR review shouldn't be characterised just as a debate around ITV potentially abusing its market position.

The CRR review needs to be much broader than that and TV would benefit massively.

NO - Steve Bignell broadcast director, MediaCom

What is happening in Germany should have no effect on the UK market - there are more differences than similarities between the two markets. The CRR review has other more important issues it needs to take into account. The rules concerning the amount and the distribution of advertising (RADA) are under review and this will have a huge impact on CRR. Sorting this out should be a priority for Ofcom.

NO - Nick Theakstone chief operating officer, GroupM

This issue is very simple from our point of view. The Ofcom review concerns CRR and it should be conducted in tandem with a debate around changes to ad minutage rules. This review should only assess whether the CRR mechanism needs altering. If Ofcom then decides a further review of the whole ad market is needed, then fine, but that must be totally separate.