French TV boss says his job "is to help sell Coca-Cola"

PARIS (AFP) - Patrick Le Lay, chairman of France's popular TF1 TV channel, says in a recently released book that the job of his private channel is "to help Coca-Cola sell its product".

"There are lots of ways of talking about television. But from a 'business' perspective, let's be realistic: basically, TF1's job is to help Coca-Cola, for example, to sell its product."

"For an advertising pitch to work, the viewer's brain needs to be receptive. Our programmes are aimed at making (the viewer) receptive: that is, entertaining and relaxing him between two messages. What we sell Coca-Cola is receptive human brain time."

Nothing is more difficult to obtain," he said. "You have to always be on the lookout for shows that work."

The quotes are contained in a book entitled "Managers facing change" in which a score of top French executives outline the state of the country's business world in view of new global challenges.

The book is prefaced by the head of the French employers' association, MEDEF, Ernest-Antoine Seilliere.