... for example an advert for 'Diva Stars' a series of dolls. ITV then shows a repeat - significant because it shows ITV are not prepared to spend money on creating original programming for this slot. The shift in expected audience is shown in the advertisements in the middle of Airline. They include adverts for nicotine patches - a definite adult product. The BBC on the other hand decide to hang on to their young audience for another half hour showing Blue Peter and Newsround until 17:30. This may be because of ITV's decision to stop children's programming at 17:00. Another possible explanation is the BBC's obligation to provide a set amount of programming for younger audiences. There is also the fact that Blue Peter slot of 17:00 is 'traditional' for it's entire history it has occupied this slot, which could effect ITV's decision not to go into direct competition with it ...

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