Is ad-funded programming the silver bullet that will cure ITV?

Dan Douglass, Marketing Direct, 10 August 2009, 10:17AM

OPINION - With the creative gap between ITV and the BBC getting wider, ITV needs to consider ad-funded programming for an injection of energy and revenue, argues Dan Douglass. And as a first step, ITV CEO Michael Grade's successor could do worse than look to creative agencies for inspiration on brand-related content.

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