Originally Posted by Dancc:
“It's actually five years old now and aired first here on Universal but interesting to see how it gets on.
The problem with the ITV2 refresh is it's inconsistent with Kyle still hanging around like a bad smell for three hours in the day. The programme rates and is of value to the old target audience, but is it as relevant to the new audience they are wanting to attract? On paper no, and yet it remains. Not the new start I wanted to see when they can't fully let go of the past.
The truth is they haven't bought enough or commissioned enough for this new era of ITV2, and at this point it's a stretch to call it that, to be anything other than an anti-climax, and hence in the mornings you even have imports that flopped miserably first time out - and when I say flop miserably, I'm not exaggerating - getting another shot, seemingly purely because they have nothing else that doesn't tick the trashy / guilty pleasure box and is therefore more suited to ITV Be.
It may improve with time and I hope it does because a repositioned ITV2 has a lot of potential, particularly if BBC Three as we know it ceases to be. But there's an awful lot of work to be done and at the moment it's all looking very poorly executed. Not quite up there with the disastrous start made by ITV Encore, but a close 2nd.”
To be fair show me any digital channel which is fully on message in daytime and isn't just any old thing thrown together. Audiences must be tiny.
We all know digital channels basically live for 9pm and 10pm and everything else is basically filler. BBC Three famously had a lot of trouble filling pre watershed slots and tried many different ideas over the years and they only had 2 hours to fill.
As long as the shows in those two time slots mentioned above are distinctive and shape the channel and follow the ethos of what the channels are supposed to be about, then they will be ok.