Originally Posted by yorkie100:
“A few things occur to me after reading this. Firstly ITV are as stated clearly not competeing with BBC but with the other commercial broadcasters. This makes their position somewhat hypocritical when they complain about the size and impact the BBC have on them when they are in effect doing exactly the same to the smaller commercial broadcasters.
Also if they are doing very well at present why are they so intent on damaging the BBC? The only conclusion I can come to is they want no effective competition at all. Now while some might say thats a reasonable position to take - is it really? If the BBC produce fewer quality programmes its quite clear that makes it easier for ITV but surely that is completely short term thinking which is only going to exacerbate the dwindling audience. There surely must be a situation when the general audience becomes so low that ITV cant make enough money to continue and would have to go behind a paywall?”
Yes - all reasonable points.
All l would add is that although ITV is
only competing with commercial broadcasters for advertising revenue, it is still in ITV's interests for the BBC to be weaker.
The reason is that the total size of the TV advertising market isn't fixed. There are other places to advertise - eg internet, newspapers, magazines, cinema, radio, posters etc.
So if the total size of the
commercial TV audience falls, commercial TV as a whole is a less attractive place to advertise and some advertising money may then move away from TV to other mediums.
Obviously a more successful BBC is likely to mean the total commercial TV audience will be lower (not automatically as the total TV audience could also rise - but in practice the size of the BBC audience will have a significant impact on the size of the commercial TV audience).
Re general audience levels - yes, if commercial TV audience levels drop (irrespective of whether it's because of BBC doing better or just that all audiences are dropping across the board) then advertising money could move to other mediums. However I don't think there's much evidence yet of this happening to a substantial degree.
Re ITV going behind a paywall - I don't think that's likely as there will always be a large numbers of people who don't want to subscribe to pay TV - there are large commercial FTA broadcasters in every country. Plus the "PSB label" (which they have to be FTA to keep) is very important re keeping the prominent EPG position which is vital to the business.