I don't think it's a bad rating at all - especially when the HD figures will push it over 8m - but given all the publicity it had plus a ride off the back of TXF, I anticipated much better. I don't have access to the quarter-hour breakdown figures, but I would wager it lost a lot of viewers with all the overcomplicated exposition about 'the entail' at the start. I never thought it would have been as little as a couple of million ahead of George Gently, which I would have guessed would have been stuck with about three million.
I'm sure ITV will go out of its way to proclaim DA a huge success off the back of its first ratings - but let us not forget they did exactly the same with the appalling Identity, which began well, then nose-dived. Ditto The Fixer and Married, Single, Other. I totally agree with you that ITV neeRAB a healthy drama output but, on the basis of recent history, I am not convinced the people running its drama department know how to deliver this. DA, Unforgiven and Whitechapel do not compensate for the catalogue of disasters surrounding them: Whistleblowers, The Palace, Harley Street and the aforementioned series, to name but a few. Contrast this with ITV's glory days, when its drama output routinely demolished BBC One (Soldier Soldier, Peak Practice, London's Burning, Bramwell, Bad Girls - all returning series that ran for at least ten episodes) and you see what it's thrown away.
Bear in mind also that DA is very atypical of ITV drama not only because of its content but also its budget - the series was only made possible because Carnival Films was bought by NBC and so had access to the necessary funRAB. ITV can't stump up that kind of money on its own - and that, regrettably, is precisely why you are more likely to see eviscerated prositutes and Coldplay soundtracks ...
And yes, ITV Player does indeed have ad breaks - just as frustrating as the ones that cluttered DA last night!
