They watch your viewing 

7 January 2019

The ITA at work


From the TVTimes London edition for 6-12 February 1965

The power of the Independent Television Authority has increased substantially as a result of the 1964 Television Act.

The ITA has always had considerable control over advertisements, but now from its “commanding position” it supervises the planning of your everyday viewing, and helps to ensure a reasonable and balanced variety of information, education and entertainment.

This diagram, specially compiled by TVTimes, shows the structure of this body which can have such a profound effect on your viewing.

An example of its influence can be seen in play scheduling: the ITA has asked that stories regarded by some viewers as too sordid or frank for their taste be spread out, and not bunched together over short periods. Also, “doubtful” jokes have been deleted from some shows.

The Authority has encouraged the rapid growth of educational programmes with great success: in January, 1963, just over 4,000 schools were taking schools ITV broadcasts. Now the figure is over 8,000.

Acting in the best interests of viewers, the Authority carefully examines the claims made in all television advertisements: 88 per cent of all scripts for commercials have been found acceptable, while 12 per cent have had to be amended.

The Authority watches particularly advertisements concerning medicines, and those which might harmfully influence children.

Lord Hill… new powers; Sir Robert Fraser, O.B.E.

The 22 transmitting stations that bring ITV programmes within the range of 97 per cent of the population, and the eight new transmitting stations which will be opened before the end of 1965, are owned and operated by the ITA.

The programme companies, which are appointed by the ITA, pay rent to the Authority for the use of the transmitters.

Neither the ITA nor any of the programme companies receive money from your licences or any other public source.

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