ITV hopes for World Cup fever

Quoted from: http://news.scotsman.com/

'FERGUS SHEPPARD
MEDIA CORRESPONDENT

ITV is betting its summer schedule on the World Cup to lift both audiences and advertising with shows including a celebrity football tournament starring Robbie Williams and the Scottish chef Gordon Ramsay.
Proven ratings-winners such as Ant and Dec, The X-Factor and even much-criticised reality show Celebrity Love Island also return in an effort by the commercial broadcaster to stem the steady loss of viewers to newer digital channels.

Soccer Aid, due to be shown in May, is the curtain-raiser for ITV's football frenzy. An England team managed by Terry Venables and captained by Robbie Williams, with former England players in its ranks, will take on a "rest of the world" team led by Gordon Ramsay.
The name Soccer Aid comes from the fact the event is designed to raise money for UNICEF.
One of ITV's two new dramas, Pickles, also has a World Cup theme. It relates the story of how a mongrel dog called Pickles found the cup after it was stolen from Central Hall in Westminster, London, after England's 1966 World Cup victory.
Another ITV live spectacular will be a show at the Tower of London to mark the 30th birthday of the Prince's Trust, hosted by Cat Deeley and Vernon Kay, and also featuring interviews with princes Charles, William and Harry, which will be conducted by Ant and Dec.

Last updated: 24-Mar-06 00:06 GMT'