In response to your article “TV sponsorship receives ITC fillip” (MW October 4), we are concerned that your references, both pictorially and editorially, imply that ITV has taken a back seat with regard to the Sponsorship Code.
ITV has been the backbone in the development and successful growth of broadcast sponsorship in the UK since 1989. You only have to look at the sponsorship credits highlighted in your article to endorse this success. Therefore, as you would expect, we have given continuous and considerable input to the ITC on how the rules should change in order that broadcast sponsorship sustains its growth and flourishes in the future.
ITV is examining the code in great detail and will be consulting extensively with all its individual broadcasters before responding.
Lowe Bell Good Relations