ITV bids to regain trust in phone-ins

Under-fire broadcaster ITV has revealed it is relying on a heavyweight in-housecomms team to rebuild public confidence in its premium-rate phone voting.

PRWeek has learned that comms director Brigitte Trafford is plotting a publicity fightback based around the ongoing review of its interactive services. The independent review is currently being carr­ied out by Deloitte.

ITV has committed to publish the findings in full and, as the only broadcaster to do so, will hope to convince the public they can trust its current interactive services.

Trafford, who was Dow Jones' top PRO for seven years before joining ITV three years ago (PRWeek, 13 May 2004), is being supported by channel comms director Ruth Settle and corporate affairs head Jim Godfrey.

Settle is a former head of PR and press at Celador. Godfrey is an ex-special adviser to Patricia Hewitt.

ITV has come under scrutiny from regulators and consumer groups after rev­­­e­l­ations suggesting voting problems on TV shows such as X Factor and Dancing on Ice. There has been speculation that some viewers paid to vote despite results already having been decided.

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