ITV is to claw all those afternoon viewers off C4 the only way it knows how: by booting kids’ TV and replacing it with Joe Pasquale giving away some sofas.
Half an hour of CiTV will be ditched for a Pasquale-fronted revamp of The Price is Right, which ITV hopes will put a dent in the fabulous ratings blunderbuss Deal Or No Deal. Not a chance.
* Deal Or No Deal, C4, weekdays 4.15pm, Sat 5.45pm
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From: Would you pay for ITV?