Opening Show to start earlier as ITV seeks figures boost

ITV is hoping to increase the appeal of its Saturday morning racing preview programme after deciding to bring forward The Opening Show's regular on-air time to 9.30am from 10am.

While Saturday's edition will commence at 9.15am due to coverage of cycling's Tour of Britain, from next weekend The Opening Show will adopt a fixed start time of 9.30am when shown on ITV4, as it will be on William Hill St Leger morning at Doncaster.

For those occasions when The Opening Show switches to the main ITV channel, the one-hour show will begin at 9.25am.

ITV's afternoon ratings for the major summer Flat festivals have been strong, but figures for The Opening Show have not been so healthy, with only 31,000 people watching on the Tuesday of Royal Ascot, well down on what Channel 4 previously managed with The Morning Line.

Various options are thought to have been considered by ITV, with the move to 9.30am in part reflecting criticism from racegoers who have argued there has not been enough time to watch The Opening Show and then travel to the track.

Editor Paul Cooper said: "The aim of this change is to make The Opening Show a clear appointment to view each Saturday morning, for viewers to join Oli Bell and the team for a lively look ahead to the day's racing."

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