ITV HD to go regional

ITV is to run regional versions of its recently relaunched HD channel. Ofcom has issued the broadcaster with six separate licences that will offer combined regional advertising windows and content.

They are Central, Granada/Border, Meridian/Anglia, London, Wales/West and Yorkshire/Tyne Tees. Including Scottish Television and UTV there are currently 17 regions and sub-regions broadcast on satellite with variations in news and advertising content. ITV will also want to ensure that Freeview HD viewers, which have been receiving ITV London, see content relevant to their region as the service moves towards 50% coverage before the World Cup in June. There are also variations in advertising, such as special offers from a supermarket, which might vary from one end of the country to the other. Free-to-air commercial broadcasters have found it difficult to justify the launch of HD channels, many joining pay packages, leaving ITV with an additional challenge.

ITV1 HD became a dedicated channel on April 2, available to Sky and Virgin Media viewers, having previously only been available as a Red Button service on Freeview.

Separately, Ofcom has issued Nickelodeon with its own licence for an HD service. Content from the Viacom-owned children’s channel is currently available as part of the wider MTVNHD.