ITV first started with its OSNs (On-screen Nexts) in March 2002. Viewers immediately complained and ITV's response was to remove the banners from all drama.
The ITC welcomed this decision as its audience research had shown that that some viewers were "irritated by any increase in 'clutter' around programmes. Whilst recognising that OSNs were a low-key device, the ITC was concerned about this new development in programme time."
ITV did slap the banners back on Corrie a few times since, to test the water. But mostly the pop-ups were confined to entertainment programming at the weekend.
But tonight's splurge is just taking the effing pee. They're obviously trying it on in the name of audience research. That is, they're hoping no-one will complain.
The ITC has of course been replaced by Ofcom, who don't seem to give a toss about the viewer and make it very difficult to complain.
But if you care, do what I did, make sure that ITV realise this is not on, and e-mail
dutyoffice@itv.com
If you use the language of an "average" viewer (i.e don't refer to internet forums, on-screen nexts etc.) then our voices might be heard!