MEDIA HEADLINER: Old school programming ace espouses quality at any cost - Will Granada's new glossy affair give ITV drama back its kudos? Jeremy Lee asks.(Brief Article)

Channel 4 conducted a survey of people's brand associations of TV stations. The results claimed if ITV were a car it would be a Ford, if it were a holiday it would be Spain and if it were a meal it would be fish and chips.

This may be a bit unfair on the network. After all, by its nature as the market leader it has to appeal to as wide a range of the population as possible, hence recent commissions such as the excruciating Stars and Their Doubles.

But ITV also has a heritage of producing quality drama - the pinnacle of which was considered to be Granada's production of Paul Scott's Jewel in the Crown in the early 80s.

Since then, ITV has produced some groundbreaking drama, such as Cracker, Inspector Morse …