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Read this: ITV appeals to MPs for lifting of ad rules - TV Radio, Media - The Independent

Summary: Airing another episode of a soap was preferable to investing in quality new drama because of the system, he said, promising higher-quality shows if it was axed. It cuts the amount advertisers have to pay if ITV1's audience shrinks, which has hit ITV hard in recent years, adding to an already depressed ad market. -

Read full article: link icon  ITV appeals to MPs for lifting of ad rul…

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