Once 'Britain's favourite button', ITV1 registered just 16.8% of viewing for July 2006.
This is a drop of - the same value in percentage terms - of 16.8% from last July's 20.2%, and is below ITV1 previous worst month, June last year when the share of viewing was 18.6%
It seems that people just don't watch ITV1 when the switch to digital.
What will they do?
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