Survey Reinforces View That News At Ten Should Move

ITV could be forced to move the News At Ten or face falling ratings when Channel 5 launches its nightly 9pm movie, according to CIA MediaLab’s latest Sensor survey.

When asked how they feel about News At Ten, 62% of all respondents said it should be moved to a different time. Of 15 to 24 year-olds, 82% are in favour of a move. Over a third (39%) of all respondents agreed that ITV should be able to schedule News At Ten at any time to fit with the day’s programming. Of 15 to 24-year-olds, 53% agree to this.

In terms of programmes and films being interrupted by the News, 69% of all respondents find it “annoying or irritating”. An overwhelming 79% of 15 to 24 year-olds felt the same.

Anthony Jones, head of CIA MediaLab, said: “With the launch of Channel 5 it’s time for the News At Ten scheduling issue to be re-addressed. If the nightly movie on Channel 5 is a winner then this could have serious implications for ITV’s share of viewing.”

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