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In programming. there is enormous pressure on commercial stations to get 5 million viewers every night at nine oclock sort of thing and certain genres and types of programming, that is a real stretch for. comedy is an example. sitcoms in the last period of time, a decade almost, with notable exceptions, struggle to get people and audiences now. itv has not been making comedy but with itvx, you can let things grow and develop and we are commercially interested in maybe smaller audiences that are,...