The State of Commercial Television in Europe
Toby Syfret J. Walter Thompson Europe
There may be more complicated subjects of general interest, but undoubtedly that of commercial television in Europe is complicated. It is a choppy sea of issues, full of waves, and well stocked with red herrings. At the risk of falling between the two stools of proffering an interpretation of events and simply describing them, this article attempts both.
The basic game-plan has three key players: the television station, the viewer, and the advertiser. The television station chases viewers and revenue. Its prospects of profit depend both...