Trendspotting #7

l STUDENTS LOVE AUNTIE

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.

l WHO'S HELPING WHOM?

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.

l HARD TO SWALLOW

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.

l A MURDER FOR EVERY SEASON

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.

l GOOD NEWS FOR LOCAL PAPERS

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

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Recruitment Genius: Media & Advertising Sales Executive

£20000 - £25000 per annum: Recruitment Genius: This national business publishi...

Recruitment Genius: Media Telesales Executive - OTE £25,000

£14500 - £16000 per annum: Recruitment Genius: This is an opportunity to join ...

Guru Careers: Bathroom Showroom Manager / Bathroom Sales Designer

£22 - £25k basic + Commission=OTE £35k + Benefits: Guru Careers: A Bathroom Sh...

Guru Careers: Account Executive / Account Manager

£18 - 20k + Benefits: Guru Careers: An Account Executive / Account Manager is ...

Day In a Page

The long walk west: they fled war in Syria, only to get held up in Hungary – now hundreds of refugees have set off on foot for Austria

They fled war in Syria...

...only to get stuck and sidetracked in Hungary
From The Prisoner to Mad Men, elaborate title sequences are one of the keys to a great TV series

Title sequences: From The Prisoner to Mad Men

Elaborate title sequences are one of the keys to a great TV series. But why does the art form have such a chequered history?
Giorgio Armani Beauty's fabric-inspired foundations: Get back to basics this autumn

Giorgio Armani Beauty's foundations

Sumptuous fabrics meet luscious cosmetics for this elegant look
From stowaways to Operation Stack: Life in a transcontinental lorry cab

Life from the inside of a trucker's cab

From stowaways to Operation Stack, it's a challenging time to be a trucker heading to and from the Continent
Kelis interview: The songwriter and sauce-maker on cooking for Pharrell and crying over potatoes

Kelis interview

The singer and sauce-maker on cooking for Pharrell
Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

Cameron lowered the flag for the dead king of Saudi Arabia...

But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Humanity must be at the heart of politics, says Jeremy Corbyn
Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

Joe Biden's 'tease tour'

Could the US Vice-President be testing the water for a presidential run?
Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

Britain's 24-hour culture

With the 'leisured society' a distant dream we're working longer and less regular hours than ever
Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

The addictive nature of Diplomacy

Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

Fashion: Ooh, Lady Chatterley!

Take inspiration from DH Lawrence's racy tome with equally racy underwear
8 best children's clocks

Tick-tock: 8 best children's clocks

Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

Charlie Austin: ‘If the move is not right, I’m not going’

After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

How Isis profits from destruction of antiquities

Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

'If we lose touch we’ll end up with two decades of the Tories'

In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea