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Last Updated: Wednesday, 7 March 2007, 12:21 GMT
How Grade hopes to revitalise ITV
Dancing on Ice presenters Philip Schofield and Holly Willoughby
Mr Grade defended phone-voting shows like Dancing on Ice
ITV executive chairman Michael Grade has been speaking about his plans to revitalise the broadcaster's programming after it revealed a drop in profits.

He said shows have not been "good enough" and defended the use of premium-rate phone lines.


Too often in the past ITV has just copied other people's formats, mostly BBC formats, and that's just not good enough.

We can go for more adventurous ideas, more innovative ideas - get slightly ahead of the audience rather than being behind.

Michael Grade
Mr Grade joined ITV from the BBC in November
We've lost our supremacy in the nine o'clock drama, and we aim to get that back across 2007 and 2008.

And we can stop running shows which have been on too long, that have reached saturation point - which we've already begun.

What has happened is - as a result of the distraction of the [Granada-Carlton] merger, which was an important milestone in the development of ITV - I think we've taken our eye off the programming ball.

There's a lot of work to do, but it's all very do-able in my view.


It's very important that we retain public confidence and trust and we give them what they're paying for.

We have taken the initiative. We have suspended everything and we're having a thorough, independent health check on all our premium phone activities.

It's a very complex story but we intend to be able to say that the public's trust in ITV is not misplaced.

The phone-ins will come back. I'm not ashamed of the fact that viewers enjoy participating in programmes.


What ITV is brilliant at is creating content and we're going to get even better.

The value chain of that content is growing through video on-demand and through mobile phones. All of those delivery systems need content, and we have got content.

We do need a period of stability with the staff.

We've been through bids, we've been through mergers... now we need a period of stability and time to improve our programming.

We've put 1bn into original programming, which is by far and away the largest investment in British production in the commercial sector.

And we compete favourably with the amount of money the BBC is able to put forward.

Michael Grade was speaking on BBC News 24 and Radio 4's Today programme.

Michael Grade on need for ITV to focus on creativity

ITV must do better, admits Grade
07 Mar 07 |  Business
Q&A: What lies ahead for ITV?
07 Mar 07 |  Business
ITV suspends premium phone-ins
06 Mar 07 |  Entertainment
How can Grade revive ITV's shows?
28 Nov 06 |  Entertainment

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