ITV Drops Peak-Time Shows To Avoid Viewing Slump
ITV has dropped two high-profile shows from its peak-time schedules amid ongoing fears that a dip in viewing could force the UK’s largest commercial broadcaster to pay as much as £100 million to advertisers.
The last few months have seen ITV become ruthless in axing peak-time programmes that under-perform after the Competition Commission ruled that it must pay compensation to advertisers if it fails to maintain its audience share at last year’s level.
The ruling was introduced last year following the multibillion merger of Carlton and Granada to form a single ITV. It is intended to prevent the newly merged entity from using its dominant position to monopolise the market for airtime sales (see Agencies Voice Support For Contract Rights Renewal).
It is understood that ITV1’s average share so far this year is 22.7%, down from 23.4% last year. Analysts fear the broadcaster may have to pay out up to £100 million over the next three years if it fails to boost its viewing figures (see Dip In Share Leaves ITV Facing Revenue Shortfall).
In an attempt to avoid this, ITV has removed its ailing home improvement show The Block from its 9pm Tuesday night slot after just 2.3 million viewers watched this week’s episode. The programme will now be shown at the later time of 11pm, where it will face less stringent competition.
Reports suggest that a naval drama Making Waves has also been dropped from its peak-time slot halfway through its six-week run after its audience dropped by nearly 2 million viewers. The series producer has accused ITV of failing to market the show properly.
ITV is now facing increased competition from the Olympic Games, which have already helped boost BBC Two’s share of viewing. Audiences for the games peaked at more than 5 million viewers earlier this week when viewers tuned in for an evening of sailing, basketball, football and gymnastics.
However, things look set to improve for ITV, which is looking towards veteran chat show host Michael Parkinson and Pop Idol judge Simon Cowell to provide an autumn viewing surge. Parkinson, who was poached from the BBC earlier this year, looks set to draw large audiences for his Saturday night chat show and Cowell’s new reality-TV talent show, The X Factor, looks set to be a sure-fire hit (see ITV Secures Nokia To Sponsor X Factor Reality Show).
ITV: 020 7843 8000 www.itv.com
Recent Television Stories from NewsLine IPA Demands Separate Sales House For ITV-Owned GMTV Big Brother Finalé Attracts Record 9 Million Viewers ITV3 To Launch As Free-To-Air Offering In November
Subscribers can access ten years of media news and analysis in the Archive