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Executive Summary

Table of Contents

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: UK Commercial Television Advertising and Subscription Revenues (£m), 1992-1996

Table 2: UK Commercial Television Advertising and Subscription Revenues ( percent), 1992-1996

Table 3: Household Television Ownership and Equipment Penetration ( percent), 1988-1995

Table 4: Programme Hours Transmitted by Commercial Television Broadcasters, 1991-1996

Table 5: Average Weekly Hours Television Viewing, 1991-1995

Table 6: Number of Extant Commercial Television Licences, 1992-1996

Table 7: Viewing Hours, Audience Share and Reach - Commercial Television, Year Ending July 1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 8: UK Commercial Television Advertising Revenues (£m), 1992-1996

Table 9: UK Commercial Television Advertising Revenues ( percent), 1992-1996

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

EMPLOYMENT

TRADE ASSOCIATIONS

Competitor Analysis

INTRODUCTION

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 10: Leading Commercial Television Groups by Turnover (£000), 1994-1997

Table 11: Main Media Advertising Expenditure by Terrestrial Commercial Television Companies (£000), Years Ending June 1996 and 1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 12: Ownership of Television Sets (number of households and percent of all households), 1997

Table 13: Adults Responding to the Question 'Does Watching Television or a Video Constitute a Good Night's Entertainment?' (number of respondents and percent), 1997

Table 14: Adults Responding to the Question 'At the Weekend, Do You Enjoy Watching Television or a Video?' (number of respondents and percent), 1997

Outside Suppliers to the Industry

INDEPENDENT PRODUCTION COMPANIES

FACILITIES COMPANIES

ADVERTISING AGENCIES

Current Issues

ITV LICENCE RENEWALS

THE FUTURE OF CHANNEL 4

CHANNEL 5

INDUSTRY CONSOLIDATION

THE FUTURE OF PAY-PER-VIEW

DIGITAL BROADCASTING

Forecasts

Table 15: Forecast UK Commercial Broadcast Media Advertising Revenues (£m), 1997-2001

Table 16: Forecast UK Commercial Television Advertising Revenues ( percent), 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The terrestrial commercial television (TV) operators are almost totally dependent on advertising revenue for their income. Between 1992 and 1996, total commercial TV revenues grew by 28.9 percent. A number of factors have depressed revenue growth over this period. The most significant of these has been the increased competition for advertising revenue as a result of the development of commercial radio, and the increasing consumer penetration of non-terrestrial TV. The increasing fragmentation of TV audiences has affected Channel 3 revenues particularly severely. Key Note estimates that total revenues achieved by the commercial terrestrial TV broadcasters, in 1997, will amount to approximately £2.29bn. This represents growth of 2.6 percent over 1996 figures of £2.23bn.

The commercial TV sector may be divided by channel, including: Channel 3, provided by the 15 regional Independent Television (ITV) companies and GMTV Ltd; Channel Four Television Corporation; Sianel Pedwar Cymru (S4C); and Channel 5 Broadcasting Ltd.

While commercial terrestrial TV continued to broadcast the same number of hours in 1996, as it did in 1991, the non-terrestrial sector has witnessed a steady growth in its number of broadcast hours. With the advent of Channel 5 in 1997, and the expected launch of digital terrestrial TV services in 1998, the market is becoming increasingly competitive. Over recent years, average viewing hours have altered very little, if anything showing a slight decline. As the number of programme hours transmitted continues to rise, the audience viewing each hour of programming is progressively diminishing. As sources of broadcast material multiply, the audience is becoming increasingly fragmented.

The commercial TV sector in the UK is facing challenges that could seriously undermine its whole financial structure. Challenges will come from both non-terrestrial commercial operators and new commercial digital channels. However, these changes will not affect all sectors in the same way. For commercial terrestrial TV, the challenges facing it will either make or break the sector. The most serious challenge is posed by the potential of digital broadcasting and a further fragmentation of TV audiences.

Text © 1997 Key Note

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