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p_c_u_k2,069 posts since 27 Mar 2004
The News At Ten issue is a difficult one for ITV. They've tried reverting it back to how it looked before, and then going diametrically opposite and going as far into opinion mode as you can get within Ofcom rules, and they're still demolished by the BBC. They've tried replacing it with different shows at 10pm and they've been beaten by the Beeb (and hammered by opinion formers). As it stands, they're a little stuck.

You wonder if the Good Evening Britain experiment might be a kite in the wind to see if that takes off. If it performs well, they've got an on-air pilot, if it doesn't then it wasn't expected to be the next big thing and can be dismissed as a one-off.
JackTheTellyFan, London Lite and watchingtv gave kudos