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The channel mainly shows episodes of ITV1 programming at a later time (such as the soap Coronation Street), imported American programming such as The Jerry Springer Show and extended coverage of Reality television programmes such as Pop Idol. However, some original programming has been commissioned for the channel.
In June 2004 ITV announced that they were going to double the channel's programme budget, and would add more US series and movies.
The channel has a on-screen logo at all times during its programming output, which is removed during advertisement breaks. Some viewers think that this makes the channel appear cheap and down-market.
| British television | Channels | ITV |
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Scotland: Grampian, Scottish Television, Border |
North and Northwest: ABC, Granada |
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Breakfast: TV-am, GMTV | Teletext: ORACLE, Teletext Ltd | News: ITN |
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ITV plc | ITV1 | ITV2 | ITV3 | ITV News Channel | ITV Digital |