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ITV boss quits as viewers turn off.

Byline: NICOLA METHVEN

ITV PROGRAMME boss David Liddiment dramatically quit yesterday after a series of disasters which left the channel losing its bitter battle with the BBC.

He has overseen one of the worst year's in the station's history which included:

The Premiership, fronted by Des Lynam, bombing in its launch 7pm slot.

The shock defection of Richard Madeley and Judy Finnigan to Channel 4.

Coronation Street's ratings falling in the face of BBC soap EastEnders.

The flop of pounds 10million desert island reality show Survivor - twice.

Disastrous ratings for shows starring actors on huge money "golden handcuff" deals - such as Ross Kemp and Robson Green.

An audience slump for Saturday night stalwart Blind Date and disappointing new family shows like The Vault.

Senior ITV executives admitted last night that Liddiment, 50, jumped before he was pushed by a fed-up board.

One media agency source said: "It's a cut-throat business where audience is king because the number of viewers directly correlates to the revenue you take."

Liddiment was also in charge of programming when the disastrous decision to axe News at Ten was made in 1999. It was later reinstated.
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Publication:Daily Record (Glasgow, Scotland)
Date:Jul 4, 2002
Words:190
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