IS
The financial burden for the existing companies would have been a lot less though. Adding a few hours to the broadcast day is a lot less expensive than setting up a brand new company and broadcasting facilities
Also programming from the existing companies might well have been a lot more watchable!
That's what happened overnight of course, a TVam style franchise for the nighttime hours wouldn't have worked, but the existing companies just doing longer hours did
I think they didn't want to put the financial burden on the ITV companies either with broadcasting at unproven time of day, which as shown by the near collapse of TV-am within weeks probably vindicated that.
The financial burden for the existing companies would have been a lot less though. Adding a few hours to the broadcast day is a lot less expensive than setting up a brand new company and broadcasting facilities
Also programming from the existing companies might well have been a lot more watchable!
That's what happened overnight of course, a TVam style franchise for the nighttime hours wouldn't have worked, but the existing companies just doing longer hours did