Borra Garson

Who Holds the Power in TV Today?

I’ve had a very constructive day. First I met the new head of commissioning for Factual programmes across BBC 1 and 2. Then I had lunch at one of Jamie Oliver’s “Jamie’s” restaurants with a top dog in AFP (ad funded programming). Starting my day, I was far more excited about meeting the BBC person, as she holds the pen that ticks the box for so many commissions for my clients’ shows. However, during my lunch I soon realised that an awful lot of the power in TV is fast moving away from the channel controllers and towards brands-with-money. Of course the BBC will (for now) float above this grubbing style of doing business in TV as they can’t pursue sponsored shows. But I have now heard it too many times not to believe that any brand with £500,000 and a message, will be able to buy their way onto our TV screens in a much more significant way. I am not against this development and it’s certainly not new, but it’s fast becoming mainstream. In short, it’s possible that our TV schedules are soon to be filled more with paid for ads disguised as series, than bona fide series that a TV channel has actually paid for itself. This is born out of necessity, as ad revenues for channels have shrunk and online ad spend increased and this trend has had a detrimental effect on TV commissioning budgets. Long term, TV could become just one big billboard for brands in our living rooms, using our favourite characters in well established shows to demonstrate new products. As I said, I am not against it, but I am mourning something which I can’t quite put my finger on. But I suppose that’s just business. It’s no different to the chain of Jamie’s Italian eateries. Looking around me at the restaurant today, Jamie the young man I once knew well has grown up into a big manufactured brand and what you’re eating and experiencing at Jamie’s is an endless ad for all that is Jamie Oliver. There’s effort behind it, but no soul…