[Brekkie]

Common sense prevails - although they have this consultation every couple of years and that is always the outcome.

That said the difference this time is ITV and C4 didn't argue for the status quo - previously consultations usually saw them argue that changes wouldn't see any noticeable boost in revenue and any money gained on their main channel would likely be lost by their digital channels.

Also suspect they just asked for too much - had they argued for an extra minute in primetime, bringing the primetime average in line with the digital average across the day at 9 minutes an hour, they may have got it - and I don't think viewers would notice that much at all in comparison to 12 minutes of ads every hour. It does seem though any compromise arrangement wasn't on the table.