ITV looks to permanently shift News at When to 10:30

LONDON - ITV is in talks with the television regulator about permanently relegating its evening news programme the 'News at Ten' to 10:30pm.

The programme, which has been dubbed 'News at When' by critics because of its haphazard time slots, has been running at 10 o'clock three nights a week while running at 11 for the remaining two weekdays.

ITV has approached TV regulator the Independent Television Commission about a permanent move.

The move will end the battle with the BBC, which also runs its flagship news programme at 10 o'clock.

Earlier this year, ITV controller of news Steve Anderson admitted that "going head to head with the BBC's news programme is not a situation that we can handle".

The ITV has had a constant scheduling problem with its news programme since it first moved the News at Ten in 1999 to an 11pm slot after 31 years to allow the channel to run feature-length dramas and films without interruption.

The regulator forced ITV to move the show back for three nights of the week in October 2000 after the regulator said ITV was failing its audience.

It eventually caved in after criticism from politicians, including Tony Blair.

However, by the time it had moved back the BBC saw its opening and moved its 'Nine O'Clock News' to the 10pm slot and, since then, ITV's evening news coverage has never recovered while the BBC has gone from strength to strength.

The problem for ITV going head to head with the BBC at 10pm is that the BBC's programme starts on the dot at 10pm, while ITV has to wait for the commercial break to end, meaning in reality it is often the 'News at 10:03'.

The move will not see it beat the BBC in the ratings war, but ITV hopes it will see ratings improve from the low of 2.2m earlier this year, compared with almost 7m for the BBC.

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