ITV’s modern day equivalent to the test card – Unwind with ITV – launched in the early hours of this morning.
This new fixture in ITV’s night-time schedule replaces the longstanding text-based information service ITV Nightscreen, which was aired for the final time yesterday.
Since the late-1990s, ITV has been reluctant to schedule programmes in parts of the unprofitable overnight schedule. ITV Nightscreen and now Unwind with ITV are a cheap means of padding out the schedule in lieu of conventional programming.
Unwind with ITV is billed as “your daily escape designed to calm the mind and encourage relaxation and reflection”.
On its first outing tonight, we were treated to various scenic shots in and around a beach, accompanied by ambient music. Here are some edited highlights:
Incidentally, unlike its predecessor, Unwind with ITV is not linked into using an ITV ident.
PICTURED: Unwind with ITV. COPYRIGHT: ITV plc.