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CITV has to stay, says Ofcom

(September 2006)

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TG
TG
Quote:
Media Guardian, 3pm
Ofcom has rejected ITV's proposal to drop children's programming from the ITV1 weekday afternoon schedule.

Today's decision will come as a blow to the broadcaster, which had been hoping to shore up its flagship channel's ratings performance on weekday afternoons by dumping its CiTV kids' programming and replacing it with daytime output aimed at a wider adult audience.

"The Ofcom board declined a proposal from ITV plc for a significant change in the volume of children's programmes on ITV1," said a spokesman for the regulator.


Finally, something ITV can't just steamroller straight through...
BR
Brekkie
A victory for common sense.

Well done OFCOM - more often than not nowadays you seem to get things right!
GS
Gavin Scott Founding member
Meh. I didn't watch Children's ITV when I was one.

I'd rather have daytime shows.
:-(
A former member
I wonder if there try and make ITV improve CITV as it no good if it a pile of crap!
VM
VMPhil
CITV is even making its schedule longer again from 2/10 for a double bill of new Aliens. When the new eps end, a different show will be shown at 4pm.

So, things are getting better for CITV.
JE
Jez Founding member
Well done OFCOM. About time they told ITV no about something!
JB
JasonB
Maybe they'll try saturday mornings again?
BR
Brekkie
FriendsFanatic posted:
Maybe they'll try saturday mornings again?


That's possibly less likely now they have to keep up the afternoon service.

How is Saturday Cooks rating in comparison to Saturday Showdown? Also, how is ITV's afternoon schedule performing now?
GM
GMc
Brekkie Boy posted:
FriendsFanatic posted:
Maybe they'll try saturday mornings again?


That's possibly less likely now they have to keep up the afternoon service.

How is Saturday Cooks rating in comparison to Saturday Showdown? Also, how is ITV's afternoon schedule performing now?

I very much doubt that CITV will return at 9.25 on Saturday mornings.
JE
Jez Founding member
Well ITV have shown nothing but repeats in the 4pm slot when they havent been showing CITV so its no loss really. Might as well show CITV really if they arent putting the slots to good use.
SE
Square Eyes Founding member
CITV is the achilles heel in the ITV schedule, they can't ever hope to compete commercially when the audience disappears off the scale at 3pm, it's also a poor lead in to the 5pm show.

The kids audience is so diversified by many digitial channels (including their own) that in a multi-channel world it's presence on ITV1 is almost irrelevant. So remains to see what they do with the slots now, either actually commission some new programming, or put out the same stuff ad nauseum, ie. Spongebob, Aliens, Bratz, Jungle Run.
BR
Brekkie
The point is though it is still very important to have a showcase for their best children's programmes, rather than having them lost in the world of digital TV. If they'd have axed the kids programming they should have been made to axe the ITV Play programming too!


Yes, commercially ITV isn't competing with C4 in the afternoons - but their best strategy is just to accept it and put on their not very profitable kids programmings against C4's biggest weapon - Deal or No Deal, just as they put on Tonight and regional programming against EastEnders in primetime.

CITV should move to 4pm as that hour is currently a lost cause - they have a much better chance of getting an audience in at 3pm and keeping them than getting them to turn over midway through Countdown.

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