Business Services Industry
ITV splashes out as broadcaster fights to lure back viewers.
Knight Ridder/Tribune Business News, September, 2004
By James Ashton, Daily Mail, London Knight Ridder/Tribune Business News
Sep. 10--ITV boss Charles Allen is crossing his fingers that the broadcaster's star-studded autumn line-up and a new digital channel will stem an audience drift.
The newly-merged ITV is pumping an extra UKpound 7m a month into peak-time shows such as Parkinson and Simon Cowell's X-Factor to build on a 42 percent interim profits lift to UKpound 132m.
Advertising revenues were up 5 percent year-on-year in the first half, and accelerated to nearly 10 percent in September.
However, fewer viewers are watching the adverts on ITV1 and audience share is falling as Sky and other channels slowly entice viewers away.
It will launch an over-35s digital...
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