LEADER: ITV’s autumn gamble

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.

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?