ITV to refuse advertising around September 11 film

LONDON - ITV is to forego at least £1m in peak time advertising revenue during an hour-long broadcast of a programme dedicated to the victims of the September 11 terrorist attacks.

ITV to refuse advertising around September 11 film

The decision represents the first time the commercial terrestrial network has shown a peak-time programme without advertising.

The sixty-six minute long documentary, by British filmmaker Roger Graef is to be called September Mourning.

It follows the lives of some of the families affected by the tragedy during the year since the event.

The programme is to be broadcast between 9pm and 10.30pm on September 11, but the exact time is yet to be decided.

The network said it decided to axe the ads because it felt it would not be appropriate to be making money around a programme of such a sensitive nature.

"Given the nature of the content of the film, we decided that the sensitive thing to do would be to cut out the ad breaks," an ITV spokeswoman said.

The spokeswoman added that ITV would not lose money because of the decision, because it could be made up at other times.

ITV charges as much as £75,000 for a 30-second ad in peak-time and screens an average of 7.5 minutes of ads between 9pm and 10.30pm.

ITV's decision follows those by US networks Fox and Fox News Channel, which have both said they will not be booking advertising around their September 11 coverage.

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