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TV3 to collaborate with Communicorp
25 Aug 2014 : Deirdre Molumby
There is to be increased cooperation between TV3 and Denis O’Brien’s Communicorp as part of the broadcaster’s plans to combat increased competition that will come with the arrival of UTV Ireland into the broadcasting market in the Republic.

TV3 commercial director Pat Kiely stated that the advertising sector is “clamouring for more collaboration across platforms” and that such a development is an important step in competing against competition. He said he does not believe there is any market dominance issue involved in the TV station working with Communicorp.

Kiely also said a number of Communicorp’s channels shared a similar audience to TV3 and where appropriate and relevant, it would be possible to discuss proposals with advertisers that would lead to advertisments on TV3 and a Communicorp channel. “What we are talking about is providing some common platforms,” he said. “We are talking also about collaborating across some shows and some talent.”

As the biggest shareholder in the Independent News & Media group and the owner of Communicorp, the radio business that includes Newstalk, 98FM and TodayFM as well as other radio channels, Denis O’Brien is Ireland’s largest owner of private media assets.

This Wednesday, TV3 is due to announce its autumn/winter schedule which will include new programming orientated around a key element of TV3’s plan for fighting UTV, the production of more home-produced programming. Mr Kiely also said that new household names scheduled to appear on TV3 will form part of the new scheduling to be announced.

The TV station has issued a “six pillars of growth” strategy to advertisers that includes increased collaboration with Communicorp, new advertising technology and more home-grown programming. It is working on a new TV channel for 2016.

The deal with Communicorp will directly counter UTV’s collaboration with some of its radio interests in the Irish market. UTV is the largest operator of local radio in Ireland, owning stations Q102 and FM104 among others.





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