TV stations gear up for what could be their most competitive period in years

The autumn television season is truly upon us and TV3 is the latest station to unveil its plans for the next few months.

With the Late, Late Show resuming on Friday and a new Irish sports channel, Setanta Sports, broadcasting from this weekend, it could be one of the most competitive periods in Irish television for years.

Nobody really knows how much the Irish television advertising market is worth because each deal is private between the broadcaster and advertiser. But we do know that, in 2003, RTÉ's television division brought in about €95 million in advertising and sponsorship revenue.

TV3, under sales and marketing director Pat Kiely, would be happy to take a substantial slice of that and the schedule is designed to attract advertising-friendly groups such as people at home minding children, and younger viewers.

The station's autumn schedule combines Sunday night movie premieres, mid-week Champions League football, a new political show presented by journalist Ursula Halligan and some more "cheap and cheerful" material such as Footballers' Wives.

The station - which is owned by CanWest, ITV and some private Irish investors - is also hoping to begin a new text-based programme called Text To Win. Described as a weekly "interactive entertainment show", the programme is expected to be a lottery-type offering with plenty of potential for interesting spin-offs.

In relation to the thorny issue of chat shows, TV3 is this season trying an interesting new approach.

It is broadcasting Parkinson on Saturday night at the same time as ITV. While some observers will demur at the idea of re-transmitting a British production in Irish prime time, TV3 believes Irish viewers will want to watch it on TV3 rather than ITV.

Mr Matthew Salway, director of programming at the station, said it was firmly in number two position, ahead of Network 2 and behind RTÉ 1.

According to research covering January-June 2004, the station had a 14.6 per cent audience share among adults, compared with 27.5 per cent for RTÉ 1 and 11.1 per cent at Network 2.

While there is no prospect of TV3 pulling ahead of RTÉ 1 any time soon, the station's shareholders will be relieved to see the service making strong inroads among vital advertising groups such as homemakers and children.

Among homemakers, the station had a 17.9 per cent share, not far behind RTÉ 1's 22.7 per cent share, while RTÉ 2 was back at 11.7 per cent. This group is key because they not only control the household budget but, increasingly, the button on the remote control, according to advertising agencies.

The Late Late Show is returning this Friday for its record-breaking 43rd season.

Despite the departure of Gay Byrne and competition for a time from Eamon Dunphy on TV3, the show has remained one of the most watched programmes on Irish television.

Advertisers remain attracted to it, although some of them grumble privately about its greying profile.

RTÉ, meanwhile, is selling breaks in the forthcoming World Cup football qualifiers for €12,000 and over, while spots in the GAA football and hurling finals are costing €15,000.

The station is seeking sponsors for two new weekday afternoon lifestyle shows that are promising to reflect "contemporary modern Ireland".

Ireland's brand image

The chairman of McConnells, John Fanning, has claimed that Ireland is not doing enough to nurture and protect its brand image abroad. Mr Fanning is due to deliver a speech on Friday at the Irish Academy of Management conference hosted by TCD's School of Business Studies.

Mr Fanning will emphasise that more work needs to be done by politicians and Government departments in the area of Ireland's brand image.

"We should encourage greater awareness of the components of our brand image and its economic importance among key decision-makers and influencers in our society," he will say.

"A relatively easy way to tackle this problem would be if the Government through, for example, the Department of Foreign Affairs, were to carry out an annual survey of how our image is perceived throughout the major countries in which we do business. This could be published and the results debated each year," he will state.

He believes cultural tourism is one of the fastest-growing industries in the world and Ireland's literary tradition must surely be an asset in attracting cultural visitors.

"The recent Bloomsday celebrations throughout the world are an extraordinary testament to the dumbing-up rather than the dumbing-down of society," he will tell delegates.

Setanta goes fully live

Setanta Sports this weekend begins full transmission of its TV sports channel. The transmission will take place on Saturday and Sunday from 8 a.m. to midnight.

From January, Setanta will broadcast seven days a week.

A big part of its schedule will be the Setanta Cup, which will feature the top teams from the FAI and the IFA League in Northern Ireland.

Setanta Sports is provided as a free channel to more than 340,000 NTL customers.

Marketer of the Year

Nominations are currently being accepted for the Marketer of the Year award. This is the 12th year that the awards have been organised. Previous winners have included Mary Davis and Suzanne Weldon of the Special Olympics, Brian Goold of Bio-Medical Research - Slendertone, Simon & Amanda Pratt of Avoca Handweavers, John Foley of Waterford Crystal, Pat Rigney and David Phelan of Boru Vodka, and John Keogh of Bulmers.

Entry forms are available in this month's issue of Marketing magazine or by calling Dublin 678 9333. The closing date for receipt of nominations is September 23rd, 2004, and a shortlist of finalists will be announced in October.