ITV Revamps Night Time Television

ITV has announced that it is to spend £10m revamping its night time schedules for 1996.

Tenders are now being sought for new programmes. Independent production companies and ITV’s own in house departments are being asked to provide ideas for programmes.

The initiative which doubles spending on night time output is being led by programming chiefs from Carlton, Central, Granada, LWT, Yorkshire, Meridian, and Westcountry.

Among ideas for new programming are two live shows, a new music programming and an “agony aunt hour”.

The decision to revamp the night time schedule comes as a result of work undertaken by an editorial group set up earlier this year to look at ways of improving both the image and performance.

Qualitative research was undertaken amongst both viewers and advertising agencies to help draw up the following plans:

– Invest more in the earlier part of the night time ( midnight to 2am)

– Commission and acquire more compulsive viewing programmes.

– Commission more widely accessable programmes reflecting ITV’s mainstream appeal.

– Use the late night hours as a showcase for regional programmes from around the country.

– Seek new presenters with the potential to develop a loyal following.

Among ideas for programme formats are Game shows, Dating shows and Music shows.