Media Week understands the UK’s leading broadcasters have agreed that a highly visual presentation to marketing directors and agencies, would be the most powerful way to demonstrate the impact of TV on the success of brands.
Alongside case study research, the conference/show, will be a key plank in their strategy for the eagerly awaited launch of the marketing body, which is also likely to have what one TV chief describes as “a funky” name, rather than anything like the current working name, the Commercial Television Companies, or the name that has been bandied around the industry, the Television Advertising Bureau.
Founder members have also decided to boycott the existing annual television conference, run by Centaur, the B2B publisher and events company.
Speaking of the plans for a new TV event, one managing director said: “The last thing we need to have to try to sell the benefits of television, is death by PowerPoint. We’ll be setting up something which demonstrates what an exciting medium television is.”
Another TV boss added: “There will be a form of conference with the product to the fore.”
Media Week has also learned the new trade body will be made up of an eight-person board from the major UK broadcasters – each with equal voting rights – and plans to employ a brand specialist to work on the launch.
The Ingram Partnership will function as the group’s de facto secretariat for the time being. The group is believed to be unveiling more plans before Christmas.