Dan Sabbagh, Media Editor
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ITV will not be showing the final of Euro 2008, after the commercial broadcaster decided it did not want to risk the humiliation of audiences opting to watch the match on the BBC. The last time the two went head-to-head - for the 2006 World Cup final between Italy and France - nearly five times as many viewers chose the BBC.
A repeat will hardly impress advertisers, although the commercial broadcaster describes the decision as “purely for this tournament”.
This time around, the BBC’s coverage will also be the last time that John Motson, the veteran commentator, takes the lead on a match after 29 years as the corporation’s lead commentator for finals. ITV has no personalities that generate the same level of affection or emotion with the public.
An audience of 13.9 million watched the 2006 World Cup final, which went to a penalty shoot-out, on the BBC, and only 2.9 million on ITV. Greece’s surprise win over Portugal at Euro 2004 produced a similar result: 10.8 million tuning in to BBC; 3.4 million watching on ITV.
The broadcasters normally go head-to-head only in the final. Broadcasting regulations mean that the leading tournaments have to go out on free-to-air television, and the BBC and ITV share the rights for a relatively low price, with no real competition in the bidding. ITV benefits particularly because it would otherwise struggle against its main rival. Even so, BBC executives were surprised when ITV chose to roll over. In return, the commercial broadcaster has the choice of the semi-finals.
ITV has not beaten the BBC in viewing figures for football since 1970, when the commercial broadcaster launched the expert panel, which starred Malcolm Allison, the Manchester City manager, in a six-strong team that reinvented football coverage. Since then, though, the BBC has been gradually moving ahead.
As recently as the 1990s, ITV was at least within touching distance. More than six million watched the World Cup final in Italy in 1990 – the figures for France ’98 were similar – and, while the BBC’s audience was double that, the ITV team in the days of Brian Moore and Jim Rosenthal could at least take heart from those numbers.
Those commentators and presenters have moved on – Rosenthal was sacked after 28 years this January – and ITV has few names that command affection with the public, despite the experience of Steve Rider and the analysis of Andy Townsend.
ITV is seeking a new anchorman to help to change its profile, although the attempt to lure the popular Adrian Chiles from the BBC failed. However, it will take more than just a new presenter, or commentator, to reverse firmly entrenched viewing habits.
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One reason why to watch bbc over itv. John Motson you are footballs voice and will be sadly missed.
Mike Thomas, Builth wells, UK
Both ITV and BBC are rubbish compared to sky. Agree with Jim Beglin being a great comentator. Shearer, David Pleat, Marcel desailly, Garth Crooks, Andy Townsend have to be the worst though
Graham, London, UK
The reason why i watch BBC over ITV is because of the adverts. This along with a far better commentary and presenting team puts BBC miles ahead.
Joseph, Manchester, UK
Thank god Motty is finally going, he seems to have really been struggling with the pace of the modern game. Also agree with Stuart (Gravesend) comments about ITV commentators, Clive Tyldsley is surely one of the worst commentators in the history of sports presenting.
James, Waterlooville, UK
Motson? Affection?
Graham Brack, Truro,
It might also have something to do with non stop adverts before during and after the macth making the whole spectacle disjointed
rob, london, uk
I really do think your picture quality is down to your receiver, cabling or delivery system ie cable, sat or freeview get someone to check it out mate
Richard Dow, Stenhousemuir, Escocia
You lot don't know what your missing here in Ireland. John Giles, Liam Brady and Eamon Dunphy with help from Ronnie Whelan and Graham Souness are the analysts dream team. Frank open discussion, no attempted dry wit a la Lineker and co. No fear of upsetting players with their comments.
Owen, Blessington, Ireland
Totally agree about the terrible ITV picture quality. It's bad enough on ITV1 but if there is a game on ITV4 it's even worse - virtually unwatchable.
Peter, Sheffield, UK
Got to agree that Motson's commentary is well past it's best. But the screaming banshee like Peter Dury and Man Utd's crony Clive Tyldsley take the biscuit as far as I'm concerned. The mute button comes in handy when these two plonkers ruin a good game.
Peter Brackley is very underated, use him ITV
Stuart, Gravesend,
Personally, I much prefer the commentary teams with ITV, albeit that is excluding David Pleat, who offers up a rather slanted view of reality in his own unique way.
Jim Beglin gives the best view from a co-commentator across the two channels; his analysis is always relevant and accurate.
Ric Furness, Lincolnshire, United Kingdom
Come one, there's really only one proper reason that people choose the beeb over itv and that's the huge preponderance of adverts during the build-up and half-time. However good or bad the bbc anchor-folk are, they're gonna be far more entertaining than attempts to sell trainers and fast food.
Steve, Potters Bar, UK
Motson was useless last night. Pronouced the names of Guiza and David Villa wrong every time. Lawrenson also said it was David Villa shooting when in fact it was David Silva. And the studio staff aren't particularly great. Listening to Martin O'Neill is like spending the day at an elderly care home.
Andrew Steele, Bolton, England
And let's not forget the picture quality - even when ITV and BBC take the same picture feed from overseas, ITV manage to make it look worse than the BBC.
These days ITV football pictures via Sky are almost umwatchable, just a fuzzy, blocky pixellated mess. They get what they deserve.
Russell Finch, Crowthorne, Berkshire
Pleased to hear this is Motson's swansong - all the unnecessary history lessons and hysteria of the shoot-out arithmetic. Guiza, called Geyser? Your time is up. Steve Wilson is far better.
Keith Rogers , SHEFFIELD, England
All ITV's commentators are better than Motson but Lineker and Co knock spots off their ITV equivalents.
Why is such a poor commentator as Motson so popular? Probably he isn'y but he has a smalll, devoted fan club who convince the BBC he is. Like Murray Walker and Bumble Lloyd.
Roger Tilbury, Worthing,
Couldn't agree more Dave. Motson was past his best years ago. The number of mistakes he makes during commentary is shocking.
ITV can't compete with the Beeb. The standard of commentary and punditry on both channels is poor but the BBC coverage is the better of the two by some distance.
Russ, London,
Thank God we'll be seeing the last of Motson.
Dave, Liverpool,