The Media Column

Grade A-Team

01-12-2006

“In 1973 a crack Deputy Controller of Programmes was sent to London Weekend Television by a military court for a crime he didn't commit. This man promptly escaped to the BBC, Channel 4, and the BBC - again. Today, wanted by the government, he survives as an executive chairman of fortune. If you have a problem, if no one else can help, and if you can find him, maybe you can hire… Michael Grade.”

Michael Grade has done it again: when the desperate ITV came knocking on his door, complaining of intimidation by local gangsters (a man called Murdoch was apparently buying up their land), Grade chewed on his cigar, mulled over the challenge awhile and then decided he couldn't turn this damsel in distress down - he just loves being “on the jazz”.

He's been here before: in his first spell with the BBC in the 1980s he increased viewing figures for Panorama, Omnibus, and EastEnders, and was the man who moved Neighbours into its 5.35 timeslot. At Channel 4 the master of disguise was dubbed Britain's 'pornographer-in-chief' by the Daily Mail, giving us Eurotrash and again increasing audiences and revenue, while also increasing documentaries and art series.

Now, armed with only a metal tube, some coasters, and the frame of a prison bed, he has to construct a bulletproof escape from the hotbed of problems ITV has gotten into: declining audiences for ITV1, with under 35s a particular absence; an inconvenient arrangement in which advertising rates fall in line with ratings; and the circling of predators such as NTL.

Why did he leave the relative security of the BBC? Perhaps it was becoming too hard to sign pay cheques to Jonathon Ross for £18million while Grade himself was only on a mere £140,000 a year (cigars, braces and socks are becoming increasingly expensive, don't you know). At ITV, Grade will earn £850,000 a year with share options and the chance to earn millions in bonuses that will more than double that.

So I have visions of Grade sitting at his new desk, lighting up a cigar, coming up with a plan, and in the heat of the battle saying to his A-team: “I love it when a plan comes together”

Paul Bradshaw

Useful links:

ITV will make the best British television shows, pledges Grade

Grade: No new CEO at ITV for 2 years

ITV's Up Grade

Can Michael Grade really rescue ITV?

Michael Grade resigns as BBC Chairman

ITV presents tough challenge for Grade

Grade: saviour of ITV or digital dinosaur?

Good for Grade, bad for the BBC

Paul Bradshaw lectures on the Journalism degree at UCE Birmingham media department. He writes a number of blogs including the Online Journalism Blog, Interactive PR and Web and New Media.