ITV director of TV Kevin Lygo is apparently “relaxed” about occasionally shifting the time slot of the recently revamped News at Ten. However, those who remember the days when the channel’s flagship bulletin was nicknamed the News at When because it never seemed to be on at the same time may not be quite so relaxed.
Yet with a busy schedule, and a slightly different approach to news than its BBC1 rival, its understandable ITV isn’t too concerned with keeping to strict timing. It may not have eaten in to the BBC’s late night news lead, but it will take time to convince an audience that Tom Bradby and friends offer something different. Not always going up against the BBC might help.
And in any case, one advantage of not being the leading news programme (and not being the BBC) is that time shifts are likely to provoke a little less anger. An opportunity to experiment is not necessarily a bad thing.
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