The Beeb's bust.(competition between British television stations)(Brief Article)

Economist (US), The, March, 1999

WHEN the history of these things is written, March 1999 may be seen as a turning point for the BBC. That was when the government stopped forcing ITV to stick a news programme in the middle of prime-time television, and so freed it to air whatever nonsense most appealed to most Britons. With the help of the intellectually-challenged quiz show, ``Who Wants To Be A Millionaire?'', ITV has beaten the BBC hollow.

Before ITV shut down News at Ten on March 5th, BBC1's and ITV's weekday evening ratings had been running neck and neck. In the week after, ITV increased its share of the 10.00-10.30 slot by 40%. On Wednesday March 10th, the worst night for BBC1, ITV hit 53% to BBC1's 21%. If this trend persists, the BBC will have to rethink its future.

In the...