Campaign ME Newsletter 10th July 2005

I love telly me. On Saturday you’d have found me at Dubai’s Ibis hotel, glued to the big screen watching MBC’s Live 8 coverage. Initially, I wasn’t sure I’d bother, but I’m relieved I did.

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By  Tim Burrowes Published  July 10, 2005

Tuning in to the power of the magic rectangle|~||~||~|I love telly me. On Saturday you’d have found me at Dubai’s Ibis hotel, glued to the big screen watching MBC’s Live 8 coverage. Initially, I wasn’t sure I’d bother, but I’m relieved I did. You see, I’m still haunted by the night earlier this year when I missed a classic TV moment. Getting in from a meal with contacts, I turned on CNN to catch the score in Liverpool’s European Champions League final. My plan was to head straight out to a sports bar. But as they were 3-0 down, I went to bed instead. When I picked up 7Days on my way to work the next morning I could have wept at missing the greatest footballing comeback of all time. And that’s the power of television as a medium. Seeing people begin to crowd around a fuzzy TV screen at the other end of the office on September 11, sitting in a bar in Majorca shouting on Redgrave and Pinsent to win rowing gold, watching the 1986 Shuttle disaster at a school friend’s house. For different reasons, all unforgettable. On Wednesday afternoon there was another, as I slipped away from our press day chaos to see live on BBC World who had won the battle to stage the 2012 Olympics. I could have listened to it via my computer but it just wouldn’t have been the same. And you hardly ever get those “where were you when you heard?” moments with magazines or newspapers. Which is why advertisers find TV is so strong in communicating their brand messages to consumers. It’s the topic of today’s lead feature over the page. For me, the most interesting question is how the industry can overcome the vicious economic circle — advertising prices are low because the quality of programming is often poor, yet broadcasters are unable to invest because there is not enough money coming in. It’s going to demand clients taking a big gulp and accepting some serious media inflation. And when it happens, I’ll be glued to the goggle box. ||**||

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