Now, I'm not saying it's linked, but on Friday we asked whether TV stations shouldn't stop running premium rate phone line programming so that viewers couldn't be ripped off, deliberately or otherwise, and now ITV has announced it is suspending all of its premium rate phone in shows. On the off chance that there is a link between our opinion and TV industry policies though, don't you think it's about time TV execs stopped hiring Fearne Cotton to ruin shows with her non-existent presenting talents? I look forward to the news of her axing.
ITV's decision follows various reports that TV programmes across all networks have been somewhat slack in the way that they administer their interactive features, meaning that viewers were often either overcharged for participating, or were told to call in on premium phone numbers to enter competitions when entrants had already been selected. Problems were identified with the way red button voting for X-Factor was charged to viewers, while at Channel 4 there have been high profile accusations that viewers of the Richard & Judy show have long been encouraged to phone in to participate in quizzes that had already been assigned - and likewise the BBC's Saturday Kitchen show.
While not saying any of its own current programmes were affected by such problems, ITV said it was stopping the use of premium interactive features for the time being in a bid to assure viewers it had their interests at heart. The broadcaster's COO John Cresswell told reporters: "It is critical that our viewers have absolute confidence in the services that we offer. We believe that all programmes currently on air are compliant. However, in light of recent concern around this issue, something affecting every major broadcaster, we are conducting this independent review to ensure that ITV is meeting all relevant codes and regulations".
The broadcaster have hired Deloitte to do its review, and consultants will look back at interactive features on programmes from the last two years as well as current shows. The move will affect features on ITV's Dancing On Ice, This Morning, Loose Women, Who Wants To Be A Millionaire and the entire ITV Play channel. The broadcaster says interactive services will return on a programme by programme basis once bosses are confident everything is above board.
One of ITV's key suppliers of phone in services, Eckoh, said it took its obligations in this domain "very seriously" and said it supported the review. The government regulator of premium phone services, Icstis, also welcomed the review saying it was "evidence of a broadcaster taking its responsibility to its viewers seriously". Neither Channel 4 or the BBC are planning similar reviews, though Icstis is itself investigating the use of premium phone call systems on the Richard & Judy and Saturday Kitchen shows.