Not so long ago the thought of ITV being in foreign ownership would have been simply unthinkable.
The thought of ITV being owned by Sky – in turn owned by the US company Comcast – would have been unpalatable to regulators.
ITV and Sky together would simply have been thought too powerful, controlling some 70pc of the TV advertising market.
The idea of ITV – the nation’s principal free-to-air commercial broadcaster – being ultimately in foreign hands would have aroused huge political controversy.
But there was little outrage when news of a possible £1.6bn deal to sell ITV’s channels and ITV X to Sky emerged on Friday.
Rather, some described it as a rescue deal.
It seems like another world for those of us old enough to remember when the IBA wanted regional shareholders and tried to ensure that registered offices were within regional franchise areas.
The challenges facing commercial broadcasters are huge. Falling ratings and falling linear advertising almost seem to be creating a vicious circle.
There can be no certainty that this deal will actually happen. There is no point speculating just now on exactly what it may mean for viewers and the channel line-up.
But there are two key regulatory questions.
One is the role of the Competition and Markets Authority. Will it allow the deal? Or will it insist on certain safeguards?
ITV is still tied by undertakings given when ITV plc was formed to help prevent it from becoming too powerful in the advertising market. Oh the irony.
The other concerns the role of Ofcom. Can it ensure that public service commitments and the broad investment in the schedule are maintained?
But let’s take stock.
ITV would ultimately be owned by an American company Comcast. Channel 5 is already owned by Paramount. They are the British branches of multinationals.
A few years ago I looked at the arguments made by some who wanted to protect Channel 4 from privatisation.
Their deep concern was genuine but they seemed to have lost sight of the fact that modern Channel 4 looks and feels too much like other commercial channels. They used the language of art and culture to defend schlock.
If this deal goes through, there will be a principled argument for keeping Channel 4 in public ownership – at least it will still be in British hands.
Much more importantly, we must never take the BBC for granted.
I’m glad the corporation is once again reminding viewers that its programmes are only possible because of the unique way it is paid for.
Mind you, I’m not so sure the announcers need to add a “thank you”. It reminds me too much of hard-up PBS stations in the USA begging for money. Perhaps promos should be made instead?
But the point stands. If broadcasting is a public service, broadcasters needs to have a relationship with the public.
It might be the BBC’s relationship with licence payers and the scrutiny which comes with it.
Or it might be about a commercial channel’s relationship with its customers and shareholders.
Desperate times call for desperate measures. But ITV cannot simply become part of the British division of a multinational based overseas.
Ofcom and the CMA need to ensure safeguards for the public before this deal can go through.
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PICTURED: CMA/Ofcom/Sky/Comcast/ITV logos. COPYRIGHT: CMA/Ofcom/Sky plc/Comcast/ITV plc respectively.
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