MYTRAVEL has closed Going Places TV after just over a
year on air because it claims the high marketing costs are better spent on its
shops, call centres and website.
The company is in talks with 30 staff employed by the
digital TV channel at MyTravel’s Manchester Parkway offices.
GPTV commercial director Karen Kidd leaves at the end
of July. Other staff are in a 30-day consultation. Call centre staff are
unaffected.
The group is considering options for the TV studio,
which could be sold off.
A company spokeswoman said: “We’ve looked at our whole
distribution strategy and it is clear that to grow GPTV sales to the required
levels needs significant and sustained investment, particularly in marketing.
Our more established channels offer better prospects.”
The TV project originated under former chief executive
Tim Byrne and later came under global development director Richard Carrick.
Carrick admitted GPTV was hampered by not rolling out
the MyTravel brand. “It was never intended for significant investment because
it would have been self-promoting under a single brand,” he said.
GPTV came under fire even before its February 2003
launch for building a £4.5 million studio. MyTravel is thought to have targeted
60,000-70,000 passengers a year.
Industry sources say MyTravel even considered ditching
GPTV pre-launch but could not because of a one-year contract with Sky and high
set-up costs.
The set-up cost was written-down in the 2002/03
financial results. Insiders say the channel was “holding its own” but observers
said it was “haemorrhaging cash” from day one.
“It’s no surprise. It was
always a white elephant,” said one.