[Bluecortina]

I think it was 2004 when GMTV started broadcasting its main programme in 16:9, but I’m sure they shared their main studio with ITV Sport (at least for football) and their coverage was 16:9 from quite early on, but only digital viewers saw it in that format. Same also went with the BBC for a good number of years of course.

GMTV got a 'good' rate for their facilities , but as part of that they were reminded that outside their broadcast hours TLS could market their studio  facilities to other 3rd parties.