Merger at Oracle Airtime

Hitchings explains: "In essence, the decision integrates Oracle's above and below-the-line business departments, because clients are ultimately seeking a holistic solution to their communication needs. He says given the increasing complexity of Oracle's business (more channels, increasing technology, overnight ratings etc) it made sense to consolidate their business to ensure total sight of all business activities and opportunities."

Oracle Airtime Sales MD, Peter McKenzie, says their business and the business of television airtime sales in general, is about to undergo some fundamental changes in the coming months: "This is being brought about by changes in terms of how the industry will measure and quantify television audiences in future, which will have an immediate impact on the way in which airtime is sold."

It is common knowledge that the industry plans to introduce overnight ratings for all broadcasters from this time next year. This development follows international best practice and will result in media owners being held more accountable for the audiences that they deliver to their advertisers.

McKenzie says: "There will always be the potential for more channels and sponsorships to sell, as well as the introduction of additional opportunities such as our interactive applications. On top of this, we have to prepare for the introduction of the PVR decoder and the eventual loss of M-Net Open Time in April 2007. Our new strategy has been structured to meet the challenges that we anticipate."