So ITV has lost 5.4% of it's year on year audience in the first half of 2007. That doesn't sound a lot but it is brown pants time for the execs.
I can fully understand the decrease in viewers. Sure they've had some hits like X Factor and UK Has Talent or whatever it's called. But in the drama field? Can you think of any remotely stand out ITV series? Primeval maybe? Any of those 9pm one and two parters have any more resonance than a fart in a hurricane?
Where are the 'Life On Mars' and the Spooks and Hustles? The State of Plays and The State Within's? As for comedy, do they actually have a comedy department?
One of ITV's problems stems from the fact that producers have no idea what they are looking for. Network Centre held a meeting a few months back to try to give some indication. But producers and agents I have spoken to left the meeting more confused than before. The net result is ITV becomes the last port of call when pitching projects.
Blue Murder replaced the ailing Tycoon but faired little better with a miserable 2.4 million at 9pm. I think it deserves better figures than that but the 9pm ITV slot has become a ghost town with viewers and that is very hard to turn round.
Soap and Reality is what ITV is surviving on at the moment. The danger is it becomes a self fulfilling prophecy.
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