Advertisers' charter fears subsiding, says TVNZ sales chief

By DITA DE BONI

Head of sales Jeff Latch has come out fighting in defence of TVNZ's advertising revenue figures after publication of the long-awaited, much-maligned charter for the broadcaster.

Speculation of a big slump in revenue from advertisers afraid that their latest rip-roarers will be sandwiched somewhere between "Cooking vegan at Aunty Maude's" and "Rewi goes to Kaukapakapa" has been quashed by the broadcaster.

Mr Latch said pessimism over charter ramifications was subsiding.

"I think there was some nervousness earlier this year, as you'd expect, about the charter. But the fact that it ... will be delayed until July next year has meant that [fears have] gone away. I also think the fact that in advance of the charter, TV One has gone ahead with programming initiatives that preface the introduction of the charter ... advertisers are now starting to see that those moves are not having an impact."

Reports of a slump in ad revenue as high as 28 per cent were bunkum, said Mr Latch. Ad revenue through TV One and TV2 had dropped more in the order of 5 per cent between December and March, largely due to a boost last year from bonanza events such as the America's Cup and the Millennium.

The dotcoms had also given television "more than any other medium" a lift through 1999 and 2000, but dotcoms had faded from favour halfway through last year.

Moves to boost the budget for locally made current affairs and news shows proved TVNZ was ahead of the play on the charter, which instructs the broadcaster, among other things, to "provide independent, comprehensive, impartial, and in-depth coverage and analysis of news and current affairs in New Zealand and throughout the world and of the activities of public and private institutions."

Mr Latch said: "Audience performance of TV One this year is stronger than last year, particularly if you take out the America's Cup."

But what happens when good intentions come up against the more ratings-unfriendly side of the charter's objectives, including more Maori programmes and projects to appeal to minorities?

Scheduling was the key, said Mr Latch. "You won't see a great deal of those sorts of shows in prime time."

Jeremy Irwin, head of the Association of New Zealand Advertisers, said the group had an undertaking to hear from Broadcasting Minister Marian Hobbs in the next four to six weeks on the charter's effect on advertisers. Many still considered the situation very unsatisfactory and there were many unanswered questions.