Viewers of Border in Southern Scotland have been upset for years. Not by the local news coverage, although there is still very much a Cumbrian bias despite the opt-outs, but by the lack of access to the bulk of non-news local programming which can be seen across the rest of Scotland. As I've stressed in a number of posts, we need a local news service but also a real recognition that we are Scots living in our own country and not an offshoot of England.
Although the word "Lookaround" certainly has the appropriate ambiguity, I'd have assumed that its traditional association with the Border region only, would make ITVplc rule it out for the merged region?
Yes, if the programme ends up with a name that's just as ambiguous-sounding as "Lookaround", then it might as well
be
Lookaround
, but ITVplc could argue that this might alienate Tyne Tees viewers.
However, as most "average"/"non-anorak" viewers don't know/care about regions other than their own, there probably wouldn't be many Tyne Tees viewers who would instantly associate
Lookaround
with Border. Most Tyne Tees viewers would perhaps have little/no previous knowledge of the "
Lookaround
" name, and assume that it was a brand spanking new name dreamt up especially for the new service, and therefore not be alienated by it.
We
know that, but ITVplc will doubtless think otherwise...
Hermes posted:
And that's probably one of the most sensible names for it, as there's no snappy way of naming that area.
Northern England, Southern Scotland, and Isle of Man Tonight
, anyone?
If they're considering 10-12 minute opt-outs, is it really worth merging them at all - especially when you consider the bad press ITV will get from such a move.
Unfortunately though it's not even ITV we should be blaming - it's OFCOM for their misguided view that everything changes after DSO.
I've seen absolutely zero evidence to suggest people want less regional services (or other core PSB programming) just because channels are being received via a digital instead.
And that's probably one of the most sensible names for it, as there's no snappy way of naming that area.
Northern England, Southern Scotland, and Isle of Man Tonight
, anyone?
I think they'll chose something like ITV North News, The North At Six or The North Tonight. North East Tonight and Lookaround doesn't seem appropriate for the new region.
And that's probably one of the most sensible names for it, as there's no snappy way of naming that area.
Northern England, Southern Scotland, and Isle of Man Tonight
, anyone?
I think they'll chose something like ITV North News, The North At Six or The North Tonight. North East Tonight and Lookaround doesn't seem appropriate for the new region.
But the point is that it's not the North. It's the North of England plus the South of Scotland plus the Isle of Man. North doesn't represent the area.
However, as most "average"/"non-anorak" viewers don't know/care about regions other than their own, there probably wouldn't be many Tyne Tees viewers who would instantly associate
Lookaround
with Border. Most Tyne Tees viewers would perhaps have little/no previous knowledge of the "
Lookaround
" name, and assume that it was a brand spanking new name dreamt up especially for the new service, and therefore not be alienated by it.
We
know that, but ITVplc will doubtless think otherwise...
TTTV viewers do have an association with the Lookaround name -- but not in the same way Border viewers understand it.
East of the Pennines, Lookaround was until 1996 a small proglet presented by the continuity announcer
after
the local news which advertised charity events for free. It was one of those little regional touches that did not survive the rationalisation. Yes it ended a while ago, but it was on-air for 37 years and was therefore something of an institution.
Seeing as the average regional news viewer is a little older than the average, the probability is rather high that folk will remember the Lookaround name, and in ITV-speak this may "confuse" viewers.
We all know it wouldn't, but the marketing men all seem to be as thick as sh*t and assume that we all are as well....
I quite agree -- it baffles me why OFCOM are not doing this.
Let's look at the pros and cons.
PRO : it gives local groups an opportunity to put their money where their mouth is and bid for control of a part of what can, and should if possible be a local institution.
PRO : it creates increased revenue for government coffers.
CON : it, er, might upset ITV PLC.
As for the con, big deal. A bit of healthy competition in the regional sector will do the company good.
The chances are that any independent that takes control of a franchise would not seek to sell up to ITV in the short-to-medium term.
Frankly I'd rather see Murdoch taking control of a few areas than the current complacent, arrogant and incompetent company in charge of most of the network.
If ITV want to merge regions, these areas should be put to tender. Let the market decide if the Border area has a role to play in the future.
Border Television is an accident of the way regional licences were set up decades ago.
The argument is presumably that the set up is no longer fit for purpose.
If ITV PLC want to in all but name close down Border Television, then it should be forced to hand the Scottish half over to SMG.
I know that this should require the licences to be advertised again, but frankly it appears all sorts of regulations are being changed at the moment, so what difference would this make?
It's small beer in ITV PLC's eyes for allowing them to save a fortune in local programming, and it would guarantee a Scottish service for what is essentially part of a completely different country. Who's the loser?
