ITV have announced they are axing their conning-money-out-of-stupid-people channel ITV Play for good. As previously reported, ITV Play went off the air after the commercial broadcaster put all of its rip off premium phone line promotions on hold following those industry wide allegations of slackness in the way such promotions were managed (and given that ITV Play was just one long rip off premium phone line promotion).
Although independent auditors from Deloitte have now given most of ITV's premium phone line promotions the all clear (in that viewers aren't being over-charged or encouraged to phone in for promotions that are no longer recruiting), including many of the programmes that aired on ITV Play, the broadcaster has decided to not bring the digital channel back - though some of its shows will air on late night ITV1 and ITV2. Bosses there say the decision to axe the channel, while prompted by the current review of premium phone promotions, was commercial and not related to concerns about the way such phone line based programmes operate. The broadcaster plans to use the Sky and Freeview channel previously occupied by ITV Play with a time shift ITV2 plus one type thing.
ITV digital channels boss guy Jonathan Lewis told reporters yesterday: "ITV2 is a hugely valuable asset in our digital portfolio. We have taken a commercial decision to increase its impact and reach with a plus one channel".
ITV Play boss William van Rest, added, possibly through gritted teeth: "ITV Play programming has proved most popular on ITV1 and ITV2. I am delighted that we have been able to return these services following the Deloitte review and that viewers are able to continue to enjoy our shows".