To say advertisers are pinning their hopes on ITV’s autumn schedule
is an understatement. So far the new team in charge at Network Centre
has promised much but delivered little, and the autumn schedule will be
the first real change we see.
So what are we to make of Who Wants to be a Millionaire? With the
biggest cash prizes in TV game-show history, it’s bound to pull in
punters, but are these the type of ratings advertisers want?
Time and again brand owners have told ITV they want a better balance of
programming across the quality spectrum, so another game show is not
necessarily the answer to their prayers.
It’s still early days and the rest of the schedule may yet impress, but
was this the right dish to whet the appetite?