[Gary Baldy]

I still think this 9 month strategy is going to not work out in the long term - when shows like Nolly eventually get an airing they'll feel like repeats, even for those who've not seen them (having seen the heavy promotion).    I do think (admittedly without a shred of evidence to back it up) that overall viewership would be higher should they premiere shows on ITV1 and then have the boxset immediately available on ITVX, continuing with weekly (or daily) airings on ITV1.

But then you look at how well Happy Valley did for the Beeb by not boxsetting them immediately- it kept spoilers from leaking out, and kept viewers in suspense which is important for the drama- ITV had put far too many eggs into the streaming basket.