for me ITV1 should be for home-grown programmes, whilst ITV2 should be the alternative schedule (a perfect place for US imported shows and Granada USA, and Granada Australia programmes and possibly Fair City from Ireland!!) and soap repeats and sport, ITV3 should be about classic ITV and imported programmes (i.e. Drama, comedies, entertainment), whilst ITV 4 should be the new name for men and motors (whilst not messing around with its schedule), the Childrens output (both british and imported should be on Citv (6am to 6pm) and between 6pm and 6am should be imported films/miniserials/TV films
I would rather watch a high quality US import like Prison Break, Lost, 24, or Supernatural than another formulaic detective or Heartbeat clone and so would the young audience (popular with advertisers) that ITV are looking to attract.
There is so much good stuff coming from the US at the moment.
I think its a good idea. Its a shame ITV1 didnt show Supernatural in a primetime slot instead of 11pm. ITV2 showed it first at 9pm though.
I liked that strategy and hope they continue it with all these shows, i.e. show them first on ITV2/3/4, and repeat them on ITV1 at 11pm, and if they get 'bigger' shows like this one, then put it on ITV1 first. I agree with Square Eyes, ITV1 seems to be changing it's schedule to attract the younger advertiser friendly audience, and it just could work. We'll soon see.