Why will ITV
lose the battle of the 2010
World Cup?
Answer. Adrian Chiles.
OK, I might have jumped in a little early here. Let’s
explain.
With the upcoming World Cup taking the attention of
advertisers, marketeers and PRs (especially in our office - no names
mentioned!), the BBC and ITV will begin the usual ratings war this summer as
each broadcaster looks to put one over on its counterpart.
Like most sport fans, I love the World Cup. This week
was the first time I actually started to look forward to the tournament with
ads appearing on the TV (The
Sun ad with El Tel is top draw!). Oh, and (of course) all of the recent work Hatch has been
doing with Thomas Cook Sport and a little help from England legend and World
Cup winner, Gordon
Banks.
Then I heard the news that West Brom’s most famous son
has left the Beeb to front ITV’s
World Cup coverage and started to wonder, which station will win the war? Adrian
Chiles’ appointment is, in my opinion, ITV’s downfall.
I do think I am slightly biased to the BBC. Lack of
adverts probably, but also I’m sure they will have some quality pundits (Does
everyone remember Leonardo
at the last World Cup?) and their big game build-up is usually very impressive.
A £1million
studio will help and, ignoring Alan Shearer for the moment, Lineker and co
will leave South Africa in July as the happier broadcasting party.
Don’t get me wrong, I think Adrian Chiles is a good
host and his job with MOTD2 has been excellent. The BBC will find him hard to
replace (although we’ve heard this morning Colin Murray is the man for the job),
but he just doesn’t seem to fit well with ITV in my opinion and I genuinely
don’t think his role at the World Cup with the BBC would have been this extensive.
My main reason is that his relaxed style and, at
times, inappropriate jokes, just won’t last with football fans on that channel.
Time is a major problem. Adverts take up 20% of coverage on ITV every hour and
I believe that the more Mr Chiles is on our screens, the easier it is to
understand and relate to him. Those 12 minutes that disappear to ads could be
vital to his success. Rushing through interviews and fast-paced jokes will not
work when the producer is screaming “ad break” in his ear. Take Des Lynham as
my case study here.
Nevertheless, it should be an interesting summer in
many ways in South Africa (I seem to be forgetting about the actual football
for a minute), but for the broadcasters, it really is up for grabs. Perhaps one
of the broadcasters should employ our visitbirmingham.com
Junior
Voice of Football instead!
In the words of Harry Hill, which is better? ITV or
BBC? There’s only one way to find out, FIIIIGHHHHHHTTTT!!!!
Posted by Matt
in Hatch, PR, Visit Birmingham
/ Thu 04/10 / 16:59
Tags: world cup, itv, bbc, adrain chiles, visitbirmingham, pr, hatch
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