[Gary Baldy]

Bad for them but good for the viewer and it's for a reason - to encourage content in primetime which isn't commercially attractive - and indeed enable some, especially live sport, which is.  A night they had live football, especially now a half can be 55 minutes, means hitting that 12 minutes isn't possible.

Bringing it back to kids TV but I assume a chunk of the CITV weekend slot (on ITV1/Breakfast) is relatively ad free.  Indeed I think the ITV Breakfast slot may stipulate the ad quota across the week rather than daily, so they can put more into GMB in the week.

Relatively good for the viewer, once maybe: it's not like they make good use of these slots, which might be improved, as these are commercial broadcasters first and foremost.

I think PSB are living through difficult times already as it is, without adding an extra layer of complications with advertising laws.

Just made them respect their obligations, without too tight advertising laws, or just reformulate them slightly differently.

And yes, that CITV slot is not so attractive advertisers.

Maybe, I don't know, change the whole thing to a 7 mins of average in the broadcasting day and 45 mins between 6pm and 11pm, but more likely, we'll just the whole thing being flattened out, without removing some programme obligations of course.

Likely they won't use the 12 mins of advertising per hour everywhere, of course, as movies and football can't have it, but news and regional news probably need a slightly little push these days.

But the current situation is not ideal: ITV1 and Channel 5 already feel forced to have teleshopping from the likes of 1am, which is not very PSB, and the lack of advertising at 6pm and 10pm seems like a dream, but it's not for them.

 We might continue this discussion in a different thread if you want, it's always curious to see such things being discussed and different opinions

Off-topic but perhaps ITV and C5 could bring back those interactive casino shows (SuperCasino and Jackpot247) for the 1AM slot rather than Teleshopping- I know C5 still has variants of them (LeoVegas and 21.co.uk) but they're not as interactive as SuperCasino- just green screen links, no interaction from host to viewer at all, whereas the others had more life.