Howell puts up bullish performance in ITV upfronts

by Alison Donnelly, Marketing 22-Oct-08, 16:45

LONDON - ITV has promised it will continue to invest in new and original programming despite the current advertising downturn.

Presenting its programming commitments to over 100 media agency representatives at the broadcaster's London Television Centre base this morning, ITV's managing director of brand and commercial, Rupert Howell put on a bold performance and said that the broadcaster continued to offer advertisers ‘strong brands, channels, targeting, partnerships and programming.'

‘We are continuing to invest in programming whereas other broadcasters are cutting back,' he said.

Director of television Peter Fincham as well as head of customer relations Gary Digby were also part of the pitch to agencies highlighting ITV's strong position compared to other sectors of the market.

‘We have a great advantage that Michael Grade is a TV man and I am glad at the moment we are not run by an accountant,' Fincham said, as he highlighted shows which he hoped would prove a hit in ITV's 2009 schedule.

This included a British version of Law & Order, the remake of The Prisoner, The Krypton Factor and the Primeval spin-off, Demons.

ITV2 is also set to air a chat-show next year hosted by Friday Night Project star Justin Lee Collins while the braodcaster is planning to create a new show for Ant and Dec to front. The duo already host I'm a Celebrity Get Me Out of Here, Britain's Got Talent and The X Factor for the broadcaster.