ITV And ISBA May Challenge ITC

ITV and the Incorporated Society of British Advertisers are rumoured to be planning a joint representation to the Independent Television Commission to ask it to take another look at its recent criticism of ITV, according to Marketing.

In its annual report the ITC criticised ITV for showing too many dramas and entertainment programmes and not enough arts and documentary slots (subscribers see ITC Questions ITV’s Commitment To Its Licence Terms). Many in the industry believe however that it is ITV’s responsibility to provide a good commercial environment while it is the BBC’s to provide breadth of programming. It is believed that ISBA and ITV will argue that drama and entertainment programming should not be curtailed because they bring in high commercial impacts.

It is also understood that ISBA will discuss with ITV the problems of its declining audience share and media inflation. According to BARB data, ITV’s viewing share in March was 34% compared to 36.4% the previous year.

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