Organisation: ITV

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Analysis and commentary by Echo Research.

Last weekend's trade unions' action against ITV proved to be a battle on two fronts: the conflict of planning and resources versus the battle of words. ITV won the first round: its use of overtime payments; freelancers; the pre-recording of popular 'live shows' and loan of a BBC studio kept the City on side during the dispute. It was noted, even after the weekend's events, that "ITV … worked hard to offset the impact of the strike on its on air schedule"(Swiss Broker UBS, iii.co.uk, 11/4).

But, the Unions scored in the emotive second battle. In non-inflammatory, even conciliatory language, they forwarded their desire for renegotiation and aim of achieving fair reward for their members. "Our cause is just and we look to management to engage with us positively to resolve this dispute", said Bectu's Sharon Elliott (4ni.co.uk, 8/4). The writing was on the wall. "While the financial impact of the industrial action on ITV was likely to be minimal, the strike was damaging the company's brand value"concluded the FT's Emiko Terazono (9/4).

Welcome to noughties altruism. Investec analyst Kingsley Wilson summed up bluntly but succinctly: "[ITV] … wants to be associated with quality programming, not with being crappy employers"(FT, 9/4).