2005 was an all time high for total TV net advertising revenues (NAR), even if ITV1, the leading commercial channel, had peaked the year before. 2008 is now proving particularly nasty for everyone as budgets take a plunge in the second half of the year, while expectations are growing that things will only get worse in 2009. This presentation sets out our latest five-year forecasts of total TV and ITV plc NAR, taking into account latest market trading expectations for September and October 2008 and trends in the economy

ITV interim results for 2008 confirmed expectations of a sharp downturn in H1 profits combined with dire predictions for net advertising revenues in the second half of the year, although ITV has so far succeeded in outperforming the rest of the commercial sector in 2008

Another strong quarter of pay-TV and Sky+ growth in the face of a severe retail downturn makes us more confident that Sky will achieve its target of 10 million DTH pay-TV subscribers by the end of calendar 2010 despite falling short of the required run rate of annual net additions in FY 2008

The TV advertising sector is haemorrhaging in the economic downturn, but troubles could also be brewing in the pay-TV sector. Sky still looks secure, but Setanta appears more exposed in its role of ancillary pay-TV provider in the high stakes and high risk world of premium sports

Ofcom has linked Sky's plans for a pay service on DTT (Picnic) to its wider investigation into the UK market for pay-TV, announcing on 13th May that it will issue its next statement on both issues simultaneously by the end of the summer. This is the first time the regulator has indicated that it is merging its consideration of Picnic with that of the wider pay-TV market