'There was strong support for this aspect of DMOL‟s proposals, with almost all respondents,
including all the providers of shopping channels, agreeing that DMOL should not create a
dedicated shopping genre as a result of this review. A variety of reasons were cited for this
view.
The providers of shopping channels considered that the DMOL research suggests that there
is no consumer demand for the genre. They also cited the economic damage to their
businesses, from reduced viewing levels and reduced revenue, which would result from the
creation of a shopping genre. One shopping channel provider pointed out the importance of
scrolling behaviour and suggested that viewers tend not to scroll beyond LCNs 40 to 50, so
any move to a higher LCN would be very damaging to their business. QVC estimated that a
35% to 40% turnover loss would result from creation of a dedicated genre and said that they
would also incur marketing costs to publicise the new LCN numbers. A shopping channel
provider provided evidence of the revenue loss to one of their channels when it changed
LCN numbers and suggested that this revenue loss was not temporary but permanent. '
Well I thought the same but it appears they would see 40% loss of sales if we didn't trip over the shopping channels (their value is so transitory with their clients ) , though I suspect the QVC's of this world contribute a fair sum towards freeview costs.
Lets hope so...., kryters..... must ..... talk ..in.. sync!
gotta use the techie icon!