Whereas I merely gravitated away from ITV of my own accord. Obnoxious snob that I was (am?).

Hm, I always think of ITV as being inherently low-quality. I'm not sure why. Perhaps I've watched it?

Darren]Exactly. But somehow you're labelled as snobby if you air that opinion.

I'm contemplating reporting ITV to trading standards- I think it is a hideous misrepresentation of the word 'independent' unless it means 'watchable solely after 2am'

I never watched ITV as a child for snobby reasons too. Now I refuse to watch the BBC as well, leaving me with Channels 4 and 5 for refuge. This is why I tend to play a lot of computer games.