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He criticised what he called the "restrictive and inflexible practices" which currently exist in TV trading.

Speaking at OMD Predicts, a seminar on forecasts for 2003, Billett said share deals - where advertisers and agencies commit to spending a share of their total TV spend to a TV company, rather than a fixed amount of money - cannot be sustained as the market is becoming more fragmented and TV itself has more competition from other media.

He also warned increased consolidation within media agencies and advertisers' use of incentives to reward agency performance means that deals where agencies pool clients' buying power to negotiate a better deal with TV sales houses could cause problems.

Billett's solution is a return to volume deals based on the amount of absolute cash an advertiser spends. He forecast that changes in trading practice will emerge in 2003/2004.

- Ray Snoddy, page 18.