ITV plans end-credits overhaul

ITV is planning a radical revamp of the end-credits for some of its top rating programmes to encourage viewers to keep watching the channel rather than switching to rivals.

The channel is developing more creative ways of ending programmes than the standard name roll and music. Advertisers are keen to see the channel take measures to reduce channel switching before ads appear.

Alternative ways of doing end-credits could include splitting the screen, with the names rolling on one side and a promotion for the next episode on the other. There will also be greater use of voice-overs to maintain viewers’ interest. Some of these alternatives have been tested with The Bill.

ITV commercial and marketing director John Hardie says: “We are developing a plan to tackle this. We have been doing a study and are looking at this with a view to making changes, and in the next few months we will select some programmes.”

He confirmed that ITV’s top show Coronation Street could be among the programmes to have their end-credits revised.

Advertisers are increasing pressure on the channel to reduce channel switching before the ads appear.

The Billett Consultancy report “Commercial Television Clutter Exposed” says: “Long end-credits remain standard practice…They serve to encourage channel switching and reduce audiences to following advertisements. Shorter credits slotted before, or longer credits slotted after advertisements would be advantageous to all parties.”

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