Live: Zai Bennett's ITV session

11.09: Session begins with VT. What do viewers think of ITV multichannels? "Lots of repeats." One fan says he loves ITV2 for the "Katie Price and Peter Jordan coverage", adding that "it's quite useful for Coronation Street repeats". Bennett says he's happy with perceptions of the channels.

11.12: "I'm not going to be disappointed for people recognising Britain's Got More Talent, Xtra Factor and Katie & Peter."

11.14: Bennett admits "ITV4 is not exactly where it needs to be - it's at the beginning of a journey."

11.16: Who do you see as your biggest competitor? "ITV2's are Sky1, BBC Three, maybe E4." He says he most identifies with ITV2. "ITV2 is a fun channel. We don't want it to be niche. E4 is probably trying to be quite cool. ITV3 is our closest thing to a single genre channel. ITV4, we're trying to smarten it up at the moment."

11.18: VT of ITV shows.

11.22: Which show is Bennett most proud of? "Secret Diary was great. It looked like London Sex And The City."

11.23: Plans for ITV2: "We spend about £100 million at the moment, so next year it'll be just under. On ITV2, you will see a little bit less scripted comedy. We're concentrating on celebrity-led factual entertainment. The young audience always expect us to have something new. There won't be any new original drama for 2010."

11.27: Katie Price/Peter Andre discussion commences. "We're talking to Peter about a new series. You can't compare Peter's one-off with Katie's series. His one-off is, in a way, a response to her Piers Morgan interview. I've actually counted it up and we've given them exactly the same amount of air time this year!"

11.29: Why did they work so well? "It wasn't an overnight success. Peter & Jordan: Laid Bare didn't do great... But it's a story, and they both generate huge amounts of publicity in other media - and we have the access."

11.30: "We will go as far with them as they want to. We won't show anything offensive to viewers. We're not going to show a live Katie sex orgy." How long can it go on for? "They're both under exclusive contract for at least another year."

11.32: Which other celebrities do you see working for you? "Kerry Katona doesn't fit for ITV2. Fearne, Holly, Katy Brand... There's a kind of accessibility about them. They don't seem too aloof or distant."

11.34: Big Brother discussion. Bennett says, "I don't think we've ever gone with any ex-Big Brother people, and that's a conscious decision. We're not interested in Big Brother I'd find it hard to think that we'd want to take that brand on ITV2? Create your own - why give Endemol that money?"

11.39: Bennett says he'd "be over the moon" if any ITV2 shows moved to ITV1. "It'd free up more money for me!" He adds that it would be a "happy accident" if anything did move over, but says that Katy Brand has the potential to do it.

11.40: Funding issues addressed: "[ITV2] will tread water next year."

11.45: Neil Morrissey apparently in talks to work with ITV4 for comedy features based around sport.

11.51: Extended VT of ITV2 programmes including Secret Diary Of A Call Girl and Katy Brand's Big Ass Show.

12.03: Session ends.