Having been transmitted at 10pm for the past 26 years, ITV chiefs are now considering moving News At Ten to an earlier time,to combat a ratings battle with Channel 4.
7pm and 10.30pm have been suggested as more appropriate slots, enabling ITV to broadcast adult dramas without a break at 10pm. ITV’s executives argue that more than 70% of advertising revenue is earned between 6pm and 10.30pm, making it crucial that the schedule is planned correctly. As it stands News At Ten can attract audiences in excess of 9 million, with a high percentage of ABC1s – an attractive target for advertisers but also creating leeway for competition from Channel 4, which is said to attract some of its best audiences at 10pm – scheduling dramas and popular sitcoms like Roseanne which enjoys Friday night viewing of over 4 million.
The future of News At Ten will be high on the agenda when all of the ITV companies meet in the West Midlands later this week for a strategy discussion.
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