Emerging from the lockdown is going to be tricky for ITV. Shooting intimate scenes for dramas at its production division is unlikely to be inspiring for either actors or the camera crew with rules governing social distancing in place.
At least as businesses begin to reopen as restrictions are eased — and sporting events return to the calendar — it should mean that the advertisers start to come back to the commercial broadcaster, whose revenues were decimated last month.
That must have been frustrating as its viewing figures have been up sharply with so many of us at home and thirsty for information and entertainment.
ITV effectively began life in 1955 when the first channel that aimed to turn a profit started up. Now the