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No ITV Play after extra time

Posted in Media March 14th, 2007 by Branwell Johnson

So, ITV has pulled ITV Play after the whole interactive premium phone service issue blew up in the face of broadcasters last week. One would like to think that ITV pulled the service because it realised that it – or its contracted suppliers – may have been acting in an underhand and devious way and taking advantage of the good faith of its audience. However, it’s more likely it took one look at the uproar of outrage appearing in the press, especially the tabloids, realised the ITV Play channel as a brand was now irrevocably tainted and made a knee-jerk response. Maybe executive chairman Michael Grade realised he had to act quickly to restore a sense of integrity and trust in ITV – arguably more precious than the revenues from phone-ins. It’s interesting that ITV Play now becomes a catch up channel for ITV2 – it does show the broadcaster has faith in its digital channels as the future after some apparent prevaricating at ITV. Now bring on the digital film channel!