Trendspotting #7


The BBC's multi-channel future looks rosier thanks to a big vote of support from 5,000 final-year students. The network comes out on top in a study carried out by MTV, which shows that 75 per cent of students watch BBC1 every day, compared with 67 per cent who watch some ITV. Favourite programme in student houses is EastEnders. Friends came in second, but the BBC dominated the student Top 30 TV programmes with 18 shows compared with Channel 4's seven and ITV's five. If the BBC can keep these viewers happy, it may be able to persuade them to continue to pay - or start to pay - the licence fee when there are hundreds of channels to choose from.


After careful thought, the Independent Television Commission gave the go-ahead last week to "masthead programming" - turning well-known magazines into TV programmes (albeit only on cable and satellite channels). The ITC was previously worried that a Cosmopolitan show or suchlike would end up as a 30-minute ad for the magazine rather than a real programme. In Australia, Better Homes and Gardens was turned into a TV programme on the Seven Network and promptly increased its sales by 37 per cent, according to Media Week. But they don't have much to worry about here. IPC's Ideal Home magazine currently sells more than 200,000, while IPC's Ideal Home Cooks programme, going out on the Carlton cable channel, is hoping only for an audience of around 30,000. Hardly an appetite for global domination.


Lord Leverhulme's famous statement - that he knew half of his advertising was wasted but he didn't know which half - doesn't seem to apply to the pounds 1.5m that Scottish Courage has spent on Foster's recently - it looks as if it is all wasted. The lager's "Tickle It You Wrigglers" TV ads managed to score a high awareness level of 71 per cent, according to research by Carat Insight. But the research found that only 5 per cent of lager drinkers would be more likely to drink Foster's because of the ads. More worryingly, 10 per cent said they were less likely to drink it now they'd seen the ads.


ITV takes a steady-as-she-goes attitude with its big dramas such as Cracker, Prime Suspect and London's Burning. The same series come back season after season once they prove themselves as ratings boosters. Last week, though, saw a new name but an old face enter the pantheon of ITV's crime blockbusters. A one-off called Midsomer Murders starring John Nettles, old Bergerac himself, managed to steal 3 million viewers from the BBC's Hamish Macbeth when shown about a week ago. Such success probably guarantees it another five seasons.


Last year big media conglomerates such as EMAP, Reed Elsevier and Thompson decided it was time to get out of regional newspapers. But perhaps their decisions were premature. The regional press has slowed down its long- term sales decline, according to the latest figures from the Audit Bureau of Circulations. Sales in the last half of 1996 fell just 1.5 per cent to 12.5m copies a week. In all, 45 per cent of regional newspapers reported a sales increase compared with just 29 per cent the year before. Evening and Sunday regionals, which take on the national press directly, had bigger falls than the weekly papers and the papers that serve small communities fared best, proving that people do still want local news. Or maybe the big conglomerates didn't get out too early, and the sales lift happened because they did?n

Have you tried new the Independent Digital Edition apps?
ebooksAn evocation of the conflict through the eyes of those who lived through it
Arts and Entertainment
Eye of the beholder? 'Concrete lasagne' Preston bus station
architectureWhich monstrosities should be nominated for the Dead Prize?
Lizards, such as Iguanas (pictured), have a unique pattern of tissue growth
Anna Nicole Smith died of an accidental overdose in 2007
Life and Style
food + drink
Arts and Entertainment
'The Great British Bake Off' showcases food at its most sumptuous
tvReview: Bread-making skills of the Bake Off hopefuls put to the test
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Creative Content Executive (writer, social media, website)

£30000 - £35000 Per Annum + 25 days holiday and bonus: Clearwater People Solut...

Legal Recruitment Consultant

Highly Competitive Salary + Commission: Austen Lloyd: BRISTOL BASED - DEALING ...

Digital Project Manager / Web Project Manager

£45-50k (DOE) + Bonus & Benefits: Guru Careers: We are seeking an experienced ...

Account Manager

£30 - 35k + Benefits: Guru Careers: We are seeking an Account Manager to join ...

Day In a Page

Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Britain's ugliest buildings: Which monstrosities should be nominated for the Dead Prize?

Blight club: Britain's ugliest buildings

Following the architect Cameron Sinclair's introduction of the Dead Prize, an award for ugly buildings, John Rentoul reflects on some of the biggest blots on the UK landscape
eBay's enduring appeal: Online auction site is still the UK's most popular e-commerce retailer

eBay's enduring appeal

The online auction site is still the UK's most popular e-commerce site
Culture Minister Ed Vaizey: ‘lack of ethnic minority and black faces on TV is weird’

'Lack of ethnic minority and black faces on TV is weird'

Culture Minister Ed Vaizey calls for immediate action to address the problem
Artist Olafur Eliasson's latest large-scale works are inspired by the paintings of JMW Turner

Magic circles: Artist Olafur Eliasson

Eliasson's works will go alongside a new exhibition of JMW Turner at Tate Britain. He tells Jay Merrick why the paintings of his hero are ripe for reinvention
Josephine Dickinson: 'A cochlear implant helped me to discover a new world of sound'

Josephine Dickinson: 'How I discovered a new world of sound'

After going deaf as a child, musician and poet Josephine Dickinson made do with a hearing aid for five decades. Then she had a cochlear implant - and everything changed
Greggs Google fail: Was the bakery's response to its logo mishap a stroke of marketing genius?

Greggs gives lesson in crisis management

After a mishap with their logo, high street staple Greggs went viral this week. But, as Simon Usborne discovers, their social media response was anything but half baked
Matthew McConaughey has been singing the praises of bumbags (shame he doesn't know how to wear one)

Matthew McConaughey sings the praises of bumbags

Shame he doesn't know how to wear one. Harriet Walker explains the dos and don'ts of fanny packs
7 best quadcopters and drones

Flying fun: 7 best quadcopters and drones

From state of the art devices with stabilised cameras to mini gadgets that can soar around the home, we take some flying objects for a spin
Joey Barton: ‘I’ve been guilty of getting a bit irate’

Joey Barton: ‘I’ve been guilty of getting a bit irate’

The midfielder returned to the Premier League after two years last weekend. The controversial character had much to discuss after his first game back
Andy Murray: I quit while I’m ahead too often

Andy Murray: I quit while I’m ahead too often

British No 1 knows his consistency as well as his fitness needs working on as he prepares for the US Open after a ‘very, very up and down’ year
Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home