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

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
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
and  

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

iJobs Job Widget
iJobs Media

ERP Business/ Implementation Analyst

£40000 - £45000 per annum + competitive: Progressive Recruitment: This is an e...

Software Developer / Software Engineer

£Neg. (DOE) + Excellent Benefits: Guru Careers: Combining a passion for Softwa...

Lead Software Developer / Senior Software Developer / Technical Architect

£Neg. (DOE) + Excellent Benefits: Guru Careers: Lead Software Developer / Seni...

Digital Designer / Web Designer

£Neg. (DOE) + Excellent Benefits: Guru Careers: A Digital Designer / Web Desig...

Day In a Page

A new Russian revolution: Cracks start to appear in Putin’s Kremlin power bloc

A new Russian revolution

Cracks start to appear in Putin’s Kremlin power bloc
Eugene de Kock: Apartheid’s sadistic killer that his country cannot forgive

Apartheid’s sadistic killer that his country cannot forgive

The debate rages in South Africa over whether Eugene de Kock should ever be released from jail
Standing my ground: If sitting is bad for your health, what happens when you stay on your feet for a whole month?

Standing my ground

If sitting is bad for your health, what happens when you stay on your feet for a whole month?
Commonwealth Games 2014: Dai Greene prays for chance to rebuild after injury agony

Greene prays for chance to rebuild after injury agony

Welsh hurdler was World, European and Commonwealth champion, but then the injuries crept in
Israel-Gaza conflict: Secret report helps Israelis to hide facts

Patrick Cockburn: Secret report helps Israel to hide facts

The slickness of Israel's spokesmen is rooted in directions set down by pollster Frank Luntz
The man who dared to go on holiday

The man who dared to go on holiday

New York's mayor has taken a vacation - in a nation that has still to enforce paid leave, it caused quite a stir, reports Rupert Cornwell
Best comedians: How the professionals go about their funny business, from Sarah Millican to Marcus Brigstocke

Best comedians: How the professionals go about their funny business

For all those wanting to know how stand-ups keep standing, here are some of the best moments
The Guest List 2014: Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks

The Guest List 2014

Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks
Jokes on Hollywood: 'With comedy film audiences shrinking, it’s time to move on'

Jokes on Hollywood

With comedy film audiences shrinking, it’s time to move on
It's the best of British art... but not all is on display

It's the best of British art... but not all is on display

Voted for by the British public, the artworks on Art Everywhere posters may be the only place where they can be seen
Critic claims 'I was the inspiration for Blanche DuBois'

Critic claims 'I was the inspiration for Blanche DuBois'

Blanche Marvin reveals how Tennessee Williams used her name and an off-the-cuff remark to create an iconic character
Sometimes it's hard to be a literary novelist

Sometimes it's hard to be a literary novelist

Websites offering your ebooks for nothing is only the latest disrespect the modern writer is subjected to, says DJ Taylor
Edinburgh Fringe 2014: The comedy highlights, from Bridget Christie to Jack Dee

Edinburgh Fringe 2014

The comedy highlights, from Bridget Christie to Jack Dee
Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

The woman stepping down as chair of the Heritage Lottery Fund is worried