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Academy Profile
FEASTINGONFILM Ashley Munday, publisher of Radio Times, talks ‘Navigation’ and ‘Guidance’ to John Morrell
Film”, says Ashley Munday, “is everywhere. People can’t get enough of it. Forty-two dedicated film channels and growing; the ter- restrial broadcasters running 25 films across a weekend; digital platforms, pay-per-view, video, DVD...”
Warming to his theme, he adds: “Last Christmas, Radio Times carried details of 1000 films - twice the number on offer five years ago.”
The statistics tumble over one anoth- er from the man behind the highly acclaimed Radio Times Guide To Films: “20,000 films reviewed in greater depth; nearly 2000 pages; 10,000 copies sold before Christmas; a special edition for BAFTA members - the definitive guide to film expanding week by week on www.radiotimes.com/film; a massive data- base. Film has become an increasingly valuable commodity.”
For film buffs, expansionist Munday has more treats in store. Prepare your- selves sci fi devotees, stand by that insa- tiable army of Dr Who fans - you too are about to be guided.
“Already there is a frisson in the Dr Who fraternity. The buzz is abroad that we have uncovered something very spe- cial. And indeed we have”, says Munday, describing how a researcher was leafing through the library and stumbled across “a lost tomb of up to 1000 exclusive Dr pictures. A treasure-trove.”
It will, he assures us, make the per- fect coffee-table guide to complement the Radio Times Guide To Sci Fi And Video due out in October.
“Two marvellous Christmas pre- sents,” he suggests, helpfully.
Guildford-born, the personable Munday had his first taste of publishing in the sales and marketing department of What Car?.
After 12 years at Radio Times - the past two as publisher - he now guides the UK’s second top-selling magazine with 3.5 million readers. He winces having to acknowledge that “the red top listings tabloid What’s On TV?” took over the trea- sured No 1 spot after only five years in the market place. You can tell it hurts. That and the fact that in the latest six monthly average sales figures, RT’s circu- lation dipped 5.4% compared with What’s On TV’s 2.3%
“But,” he emphasises, “quantity is only one indicator. When it comes to staying power, distinctiveness, depth, credibility, reader loyalty, high ground, we have it all. After 77 years leading the way, Radio Times has vigorously entered the third age of broadcasting - radio, tele- vision now digital.”
He focuses on two key words: Navigation and Guidance.
“Navigation is what the EPGs (Electronic Programme Guides) do. It is our belief that guidance is what people will increasingly crave.”
Munday is, by now, in full spate: “Did you know there are 35 million film/TV list- ings outlets available each week? By 2003, 50% of the country will have digital televi- sion. More and more channels = more and more choice = a thirst for much, much more guidance.”
His priority will be to steer people to the best of the best. “Listings magazines and EPGs will tell you what’s on when - and we will, of course, be at the heart of that game - but, crucially, we will also tell you what’s best.”
He pauses, anticipating the question: “Why should you believe us? That is so
important. Authority, credibility and devotion to content are basics. We have an in-house team of
talent who come to work thinking film and broadcasting. We have specialists in Soaps, Westerns, Horror, Musicals, Epics. We have people who can tell you the name of the extra standing outside the saloon in the shoot out at High Noon. These people bring their hobby to work. They are encyclopaedic.”
For the Film Guide, he recalls, “we put together the finest team of reviewers in the country. Their job was to provide an extra layer of insight: go that extra critical mile. Barry Norman, one of the ‘greats’ helped build the foundations. Kilmeny Fane-Sanders, a brilliant editor, devoted two and a half years of her life to it. These are quality people”
I tentatively suggest that now - in this third age - might be the perfect time to drop the word Radio?
“We judge not” he says, firmly. “People see through the name to the brand beneath. And we have one of the most prestigious brands in the UK. The flagship is the weekly Radio Times, but we have off-shoots on gardening, cookery, DIY.
“We are building partnerships with other leading digital players. We have a common bond with Sky on film, for instance. They’re tough and professional, but you sure know where you are with Sky... and on film, they’re strong.”
Another recent venture has been a RT-branded link within TIVO, the intelli- gent box of chips that guides the viewer to favourite programmes. “Navigation - and Guidance”, smiles Munday.
“My job” he sums up before his coffee gets completely cold, “is to make a highly respected brand even more relevant in a multi-media digital landscape.”
You wouldn’t bet against the irre- pressible publisher. But it might cost you a fresh coffee. ■
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