The new owners of TV3 plan to significantly increase home-grown
programming but it was unrealistic to suggest they will be doubling or
trebling its Irish content as the station remains committed to showing
the type of programmes which best suit its audience, TV3 chief
executive David McRedmond said at the unveiling of the spring summer
schedule.

Pat Kiely, sales and marketing director, TV3, denied reports that the station had slipped to third place behind RTE Two. He said TV3 had higher audiences than its closest rival over the past seven months. The reports had made “unfair comparisons” by including youngsters. Unlike RTE, children's programming is not part of the TV3 schedule.

Pat Kiely, sales and marketing director, TV3, denied reports that
the station had slipped to third place behind RTE Two. He said TV3 had
higher audiences than its closest rival over the past seven months. The
reports had made “unfair comparisons” by including youngsters. Unlike
RTE, children's programming is not part of the TV3 schedule.

Paul Moran, managing director, Mediaworks, said TV3's age bias
positions it well between RTE One and RTE Two. “Overall,” Moran added,
“in terms of delivering viewer numbers for advertisers, TV3 is
neck-and-neck with RTE Two.”

“TV3 does well in terms of 20 to 40-year-olds and housekeepers with
children. It has a good choice of what agencies refer to as
'appointment to view' programmes – the ever-popular soaps like
Coronation Street and Emmerdale.”

TV3's Coronation Street was the top programme last year among 15-34
year olds. Aoife Nagle of Mediaworks said that TV3 has had a steady
share of viewing since 2003, with 13 per cent of all adults. The
station's position on the Sky and NTL digital programme guides helped
somewhat.

UTV has seen its 9.2 per cent share of adults at peak times slip to
6.2 per cent over the past four years. While TV3 relies on scheduled
fillers like ITV's Footballers Wives, RTE scores better on weekday
nights with shows like Desperate Housewives and Lost, comedy runs and
coverage of Champions League football.

“Despite previous not so successful attempts at home grown
programming they are trying a different kind of home programming this
season. In the past home produced shows including The Brendan Courtney
Show and The Box were aired in late peak,” Nagle said.

“They have taken a different approach this season with a new show
hosted by Lorraine Keane called Expos