Sky News will look rather Bloomberg or Sky Sports News-esque tonight. They were explaining earlier how they would look overnight tonight with all their on-screen graphics.
They know they will lose to the BBC by default, and as a result have given up on all hope of serious coverage.
Their selling points are a computer called ELVIS, which they claim is a 'revolution' but is frankly anything but, a party on a boat (anyone got any torpedoes?), ''the best pictures'' whatever that might mean (unless their targeting at deaf viewers), and the fastest results service.
ITV's results service basically involves them announcing winners before they have been officially declared. Really smart.
If they want to do cheap celebrity parties and silly gimmicks then that's fine, but don't try to pass it off as serious political coverage.
A general election, however, you want to mask it, is a serious and important event. That's not to say it can't be fun, for sure, but it's a great shame that ITV can't go for one evening without reducing themselves to celebrity and showbiz pap.
If they want to do cheap celebrity parties and silly gimmicks then that's fine, but don't try to pass it off as serious political coverage.
A general election, however, you want to mask it, is a serious and important event. That's not to say it can't be fun, for sure, but it's a great shame that ITV can't go for one evening without reducing themselves to celebrity and showbiz pap.
It seems no programme can go through the ITV programming department these days without the addition of "Celebrity".
It's very sad.
Rather like the Orange cinema ads for "Don't let a mobile ruin the movie"- except without the humour- it's a deadly serious ITV business plan.