|UK TV market to open up|
14 February 2013
Expect to see more teleshopping on British TV after the Government authorised the issue of local television licences.
It's a move that will see households offered a wide choice of local content - and it's sure to include commercial content and teleshopping programmes, according to an article in The Economist this week.
One company director, who won London's local TV franchise, predicts that his business will only start turning a profit in the fourth year - and this is the British capital, where viewing numbers are considreed solid. Regional players won't have this advantage and so TV will look for more sponsored content....such as direct response programmes, according to analysts.
Local TV licensees are not restricted by any restriction in terms of the proportion of advertising-related content, so it could prove an opportunity for the direct response TV industry.
We’ll be discussing some of these trends at the Electronic HomeShopping Conference in Rome on June 23-25. The event features a packed itinerary of discussions and is a must-attend conference for everyone in the home shopping market.