New-look ITV wins ITC performance plaudits

ITV’s recent successes in improving its programme line-up and audience levels received an official stamp of approval this week as the Independent Television Commission praised the channel’s revitalised service in its annual performance review for 1998.

ITV’s recent successes in improving its programme line-up and

audience levels received an official stamp of approval this week as the

Independent Television Commission praised the channel’s revitalised

service in its annual performance review for 1998.



The ITC said that past criticisms of ITV’s limited range of programming

in peak time had been answered with more factual programming and less

reliance on drama.



Nevertheless, there was ’high praise’ for ITV’s drama successes, while

acquired material such as feature films were less successful in

attracting audiences.



The ITC also noted that improvements were still required in the current

affairs, comedy and arts genres. ITV’s promised improvement in

entertainment was only partly delivered and the Commission urged the

channel to make further progress.



ITV’s news coverage won plaudits, particularly the more serious agenda

for the early evening news and a greater willingness to extend bulletins

and provide news flashes for major events. However, the culture

secretary, Chris Smith, is said to be poised to launch an attack on ITV

for dumbing down its news coverage since moving News at Ten last

month.



Responding to the ITC’s report, ITV’s chief executive, Richard Eyre,

said: ’The review is a very positive endorsement of the programme and

schedule strategy the ITV Network has been pursuing. We remain committed

to serving viewers with a diverse range of quality programmes.’



Channel 4 was also praised by the ITC for showing some improvement.

Drama and current affairs were singled out, while news was considered to

be ’serious, measured and high quality’. The ITC did call for more

multi-cultural programming in peak time and pointed out that the

requirements for adult education were not met in full.



For Channel 5’s first full year, the ITC saw some significant

improvements.



The channel met most of its licence commitments, news



remained distinctive and educational programming improved. There was,

however, insufficient original drama for adults and a shortfall in

original commissions.



GMTV was deemed ’attractive and generally high quality’ by the

Commission, with a more adult-oriented and consistent approach to the

weekday service.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).