ITV opts to revive News at Ten ad-free
http://www.guardian.co.uk/media/2008/jan/15/itv.tvnews

ITV will now run the News at Ten without any advertisements, in a bid to rival with BBC which runs uninterrupted. By doing this ITV hope to lure more viewers away from the BBC 10 o' clock news.
This move is set to cost ITV hundreds of thousands of pounds in lost revenue as 60 second slots can cost up to £100, 000.
BBC1's news beat News at Ten in the ratings last night, pulling in 4.9 million viewers to ITV1's 3.8 million.
'A total of 9 million people watched one or the other programmes which indicates there is still a high and healthy audience for terrestrial news at that time. We will give the BBC a real run for their money'.
A BBC source said ITV had only anchored their coverage from the Zimbabwean border with South Africa while the risks for the BBC to report live from inside the country were much greater

Though ITV want to get a higher audience share than the BBC, the money lost from advertising would mean that ITV may not be able to pursue other projects due to the shortage of money made from advertising.