Magazine article Marketing

ITV Winter Schedule Is Dominated by Dramas

Magazine article Marketing

ITV Winter Schedule Is Dominated by Dramas

Article excerpt

David Liddiment, ITV's director of programmes, hit out at criticism of the channel's decision to ditch News at Ten as he unveiled the programming schedule for Christmas and winter 2000.

He said that over one million more people were now watching ITV during the 10pm slot. Defending claims of dumbing-down, he said: "The new viewers are younger and more upmarket."

Liddiment added that the 6.30pm flagship news programme was performing strongly and claimed that the channel was set to hit its 39% peak-time target share of viewers.

He said the early evening news programme regularly pulled in audiences of more than six million - higher than the average figure for News at Ten over the last year.

ITV's winter schedule will focus strongly on drama, with 17 new drama programmes forming the backbone of the schedule. Liddiment stressed that the schedule will also see the nurturing of new creative talent, such as first-time screenwriter Mark Burt, whose Forgive and Forget will be aired.

ITV will also be putting its big stars to the fore of its new programmes to try to win over viewers loyal to familiar faces, such as Ross Kemp, formerly of EastEnders, who stars in Hero of the Hour, a drama about a security guard. …

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