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Last Updated: Wednesday, 13 April, 2005, 12:22 GMT 13:22 UK
ITV defends new daytime schedule
Loose Women regulars Carol McGiffin, Kaye Adams, Sherri Hewson and Claire Sweeney
Loose Women has moved from a lunchtime to an afternoon slot
ITV has defended its new line-up of daytime programmes, despite falling ratings for most of its shows.

One million viewers saw its relaunched lunchtime news programme on Monday - 500,000 fewer than the average audience for last week's bulletin.

That figure fell to 900,000 on Tuesday, a third of the 2.7 million who watched the 1300 BST news broadcast on BBC One.

Tuesday's viewing figures for talk show Loose Women and reality show Mum's on Strike were also down on Monday's.

Monday's edition of the revamped Loose Women attracted 1.1 million viewers at 1400 BST - 100,000 more than the audience for its predecessor in that slot, Trading Treasures.

However, figures for Tuesday's programme fell to 1 million. Mum's On Strike, watched by 900,000 on Monday, also lost 100,000 viewers.

Quick-fire quiz Perseverance, hosted by Andrew Castle, held steady at 700,000.

However, ratings were lower than 60 Minute Makeover, the previous occupant of its 1330 BST slot, which averaged 1.4 million.

An ITV spokeswoman said the company was pleased with the initial ratings, describing it as "a brand new schedule for viewers to discover".




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