The programme 'The Adventure of English 500AD to 2000AD' is scheduled to run immediately after ITV's forthcoming drama 'Dr Zhivago'.
ITV has a public-service commitment to broadcast a half-hour news bulletin between 6pm and 10pm, but it wants to make sure that it holds on to the audience that tunes in for Dr Zhivago to ensure high advertising revenues.
The broadcaster needs to apply for special dispensation for the groundbreaking move, which is an attempt to maximise exposure for 'The Adventure of English'.
ITV has already pleaded with the BBC not to show 'Daniel Deronda', based on George Eliot's novel, at the same Sunday evening slots in November that ITV has planned for 'Dr Zhivago'.
However, it is unclear whether or not the BBC will cooperate, although some kind of compromise is expected.
ITV is understood to want to avoid the same ratings clash it had with the BBC on Sundays when the public service broadcast started showing 'Auf Wiedersen Pet' halfway through ITV's period drama 'The Forsyte Saga'.
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