News at Ten debate rages as ITV unveils pounds 70m revenue rise

ITV chiefs have announced an increase of pounds 70 million in advertising revenue as a result of removing News at Ten from its schedule last March.

ITV chiefs have announced an increase of pounds 70 million in

advertising revenue as a result of removing News at Ten from its

schedule last March.



However, a spokesperson from the ITV Network said the decision to move

News at Ten was based on the need to improve the quality of ITV

peak-time programming rather than to increase advertising revenue.



ITV also denied the sum of pounds 70 million represented a profit-making

figure, claiming the total had been reinvested into ITV schedules.



News at Ten was withdrawn from ITV schedules last year and replaced with

viewer-pulling hits such as Who Wants to be a Millionaire?.



ITV was severely criticised by the Independent Television Commission

last week for continuing to fail to meet standard audience requirements

for its news programmes. The total audience for the early and late news

bulletins has fallen by 13.9 per cent.



As a result, ITV has been asked to submit a proposal on how to put an

end to declining audiences before the next ITC meeting planned for 18

May.



The Institute of Practitioners in Advertising criticised the ITC’s

attitude and said there was no need to reinstate News at Ten because

viewers had alternatives such as the BBC and Channel 4.



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