TV
Over 36 million people in 17 million homes watch our TV channels every month. This section is an introduction to all the channels that ids represents – and the opportunities they offer.
You could write a book on how TV has changed in recent years (and we’ve written several). From the monolithic mass medium of the late twentieth century, it has now transformed into something much more fluid and dynamic.
The unquestionable fact is that the consumer is now in charge. Multichannel creates choice, which in turn demands involvement. No longer the passive recipient of ‘whatever’s on’, the viewer is making positive decisions – whether it’s ‘appointment viewing’ for a programme they love, or surfing channels until they find the right match for their mood at the time.
This makes for an interesting and challenging place in which to build brands. Perhaps TV can never again have the sheer audience reach of the mass media age, but it can be a vehicle for a new kind of brand communication – one that could prove even more profitable.
