[Brekkie]

But they don't have the flexibility to schedule 12 minutes per hour though (all the time I mean), which given the fact the programmes are long the way they are to have 12 minutes per hour, becomes problematic.

Especially at the likes of 6pm, with almost ad-less Hollyoaks and not so ad-loaded Simpsons.

Commercial channels of course are opposed, but overall, I don't understand the general concerns that much, outside of less news being produced (mostly 5 mins less).

The point is though under current arrangements they could focus on their core hours of 6-7 and 8-11, airing all their ad quota within that period with no needs for breaks at the top of the hours.


I don't object to more ads in primetime - but I do object to the proposed 50% increase.   That is far more noticeable than we're being led to believe as really it's only at the weekend ITV air programmes with breaks full of trailers and C4 going from airing as little as 4 minutes of actual ads between 6-8pm on weeknight to 24 minutes is a six fold increase.

I think an increase to 9 minutes an hour on average in primetime is a fair compromise which would barely be noticed - and still gives flexibility to both pack ads around high profile programming and run things ad free when required too.

One thing for sure if if they're given their full ad quota we're not going to see new content commissioned for those hours which are currently generally neglected.   Indeed perhaps with commissioning issues at the forefront at the moment perhaps allowing more ads in original content and having tighter restrictions on repeat content would make sure viewers get value for money.