I see that the advertising revenue is down for some ITV stations. No doubt this is due to the falling viewing figures. But what caused the figures to drop? One could be the uptake of subscription channels. But I feel that more of the problem lies in ITV own court. Once of a day there was enough good viewing on terrestrial channels, without the need for others. What do they serve us up with today, is either old, out of date material, that was never good in the first place, such as Blind Date or reality programs like soapstars, soaps on every night, some times 2, endless repeats of Inspector Morse, or A Touch Of Frost. What happened to those brilliant programs, like ITC, ABC, etc, use to put out, such as The Saint, The Baron, Man In A Suitcase, The Persuades, The Champions, Department S, The Avengers, and The Prisoner etc? OK some might think them long in the tooth now, but required viewing then. Also we also had some very good American imports too endless to mention, these now seem only fodder for extremely late night/early morning viewing and ITV never did screen the last series of LA Law. I think the nail in the coffin (albeit minor) came with the increase in advertising breaks and more of them. OK sat is the same but terrestrial only viewer do not like it (mind you I don't either). As to American imports on the BBC how come the brilliant Band Of Brothers, got bump to BBC2 pay all that money and not show it on your main channel? Ruby quartz shades.