TV repeats strategy 'is flawed'

By Chris Curtis in Broadcast: Broadcasters are employing “20th century tactics with 21st century technologies” such as +1 channels and failing to capitalise on ad sales around repeats, a report has claimed.

According to research house Digital-i’s Strategies for Maximising Audience and Advertising in a Time-Shifting World, broadcasters are failing to exploit the significantly increased audiences that repeats generate.

Digital-i managing director Ali Vahdati said broadcasters were “still living in the 70s” and not thinking enough about the life cycle of their programming.