The news at ten war hots up

Only hours until battle commences as the Bongs return tonight.

I have been amazed that ITV has even gone down the path of bringing back News at Ten.Its only possible motive is ratings as it cannot surely compete with the BBC or the Sky Machines.The Beeb in particular have the public service motive behind their output.Why should ITV need to compete against this?
The glory times of News at Ten return us to the days of 3 channels when the family event was to sit down and watch the news.The BBC had already run their programme at nine and ITN picked up the viewers that had stayed with their channel during the evening.How can that model work today?

Check out Peter Horrocks who describes it as

scary in a good way. Since ITN gave up the News at Ten slot the BBC has consistently outperformed the late evening news on ITN. I don't think it's good for us, or the viewer, to be that dominant - strong competition is good for everyone. Putting the two bulletins head to head will keep all of us on our toes, which is good for both the BBC and ITN, and for audiences.