Peter Fincham: Meet The Controller MGEITF - Live Blog

Welcome to the first of Digital Spy's live blogs from this year's MediaGuardian Edinburgh Television Festival. We'll be bringing you live coverage of this year's MacTaggart Lecture, all the latest breaking TV and broadcasting news and live blogs on The Only Way Is Essex, Miranda and The Killing Masterclasses.

First up in the rather lovely Sidlaw Room is ITV 'big cheese' Peter Fincham. What's the future for The X Factor without Simon Cowell? Can the channel continue the success of shows such as Downton Abbey and Strangeways? Does he accept that Show Me The Funny and Born To Shine have been summer failures? Hopefully all these questions will be answered by the Director of Television.

The live blog will kick off at 1.45pm.

13:52: We're off. A little bit behind the schedule. But I've got some ITV chocolate to keep me company, so I'm in a good mood.

13:53: Fincham is asked why he still wants to be in charge at ITV. Should he not be off relaxing elsewhere? "I love television. I'm lucky," he says. He claims that the top job at ITV1 is even better than his time at the helm at the BBC.

13:55: Fincham claims that BBC One and ITV1 "have as much in common" as "what divides them". He says there is no "residual feeling" about his exit from the BBC.

13:57:"I don't think ITV should be positioned downmarket of BBC One," says Fincham. He adds that he feels more comfortable and a natural fit at ITV because of his background at an indie.

13.58: Fincham gives the full backing to his ITV paymasters. "If they were going to turn it into a baked bean factory, they would have by now," Time for a showreel... Wonder if we'll get any Born To Shine?

14:00: Strong showreel from ITV. Plenty of Got Talent, The Cube, Strangeways, Vera, dozens of detective series and the mighty fine drama Mr Whicher. No Daybreak though?

14:02: Fincham has the "crock of s**te" Adrian Chiles Daybreak quote thrown at him. Fincham says that he respects Chiles for "speaking his mind".

14:03: "Daybreak has found itself in the headlines." Fincham argues that all breakfast shows suffer the same fate. Mentions tv-AM. First and possibly last tv-AM mention of the festival.

14:04: Fincham on Daybreak: "If you are a regular viewer, you will see something different. It's a good show. It's distinctly different from the BBC. We're getting a new editor... It's a work in progress. I'm not saying from programme one it hasn't got anything wrong. It's a lot better than it's characterised. It has improved and it will improve more."

14:06: On whether Chiles and Bleakley are safe in their jobs: "Yes. No ifs, no buts."

14:07: Fincham argues that the Big Breakfast broke the rules and that you have to do that sometimes. It's a breakfast TV love-in right now.

14:08: "Never, ever say a show is a hit before an audience sees it," says Fincham. He's now talking about the happier subject of Downton Abbey. He says he loved the show from the outset, but claims that he's had shows like that before, which the public haven't connected with.

14:10: Fincham says ITV is defined by its range rather than its peaks. He praises current affair strands and documentaries like Strangeways. He claims that broadcasters are now making important shows and "rich and varied" schedules because they want to and because there is a demand for them, rather than because of quotas forced upon them.

14:14: Fincham on Simon Cowell/X Factor: "Simon was in the semi-finals of BGT...Our relationship with him is an enormously fruitful one and will continue to be so.... It's not just Simon on screen, it's Simon in different disguises. We're delighted with X Factor launch.... He's really not a temperamental character. We just had the joint biggest launch we've ever had. He's delighted about it. He doesn't need to sit on the panel."

14:17: Vox pops from the public and the world's media on ITV1. Lots of praise for Downton Abbey, BGT. Criticism for the Corrie tram crash and Daybreak. One punter claims he would be happy if "ITV burnt in hell".

14:19: Fincham talking about ratings for Corrie and Emmerdale. He claims that he is excited about stripping the soaps across weeks and making the soaps event TV.

14:22: Fincham on not signing up The Road To Coronation Street: "There's no secret about this. It was a backstage drama. It didn't feel like an ITV drama. I think it better to be on another channel. BBC Four was the exactly right channel."

14:22: Fincham on missing out on The Voice: "We certainly had conversations. I wish [the BBC] luck with The Voice. We have The X Factor, the biggest singing talent show in the UK. We're well stocked in these big talent shows. We talked to the people selling it. If I was them, I would have gone to the BBC. They wouldn't want to be in X Factor's shadow and they probably would have been. If there's room for another big singing talent show, it is on BBC One."

14:24 Fincham says "we can make a difference" with ITV1 comedy. Praises Benidorm, but admits that the channel is lacking in this department. He says that the most exciting shows at LA Screenings this year were the comedy pilots, which were filmed in front of studio audiences (the old fashioned way). He claims that he is a fan of mainstream BBC hits Miranda and Little Britain and believes this is the direction ITV should be moving in.

14:27: Are there opportunities for indies at ITV? Is the broadcaster willing to take a risk on a show without Simon Cowell? Fincham insists there are opportunities, but points out the channel is not "niche or cult".

14:28: Fincham defends the summer ratings and says they've put over very good shows (Popstar To Operastar Peter?). He argues combatively that they've "taken risks" and "tried new things". He says people would complain if they kept showing the same things. He keeps pointing out that the lack of a major football tournament has harmed the summer ratings.

14:31: Another showreel! More Cowell reality shows and Red or Black? feature heavily. Fincham claims that he "can't remember" how much Red or Black? cost. He makes "no apology" for the ambition of Red or Black?, which he's "really excited about". He argues that viewers now want "cinematic experiences" on the "50 inch TVs". 50 inch TV. Blimey, Peter's got a big one.

14:35: Fincham accepts criticism of Friday night schedules at ITV. He argues that it is similar to the death of Saturday night TV. "It came roaring back," he argues with shows like X Factor and Strictly. He says he wants the "defining show for Friday night" in the same way that X Factor fits on Saturdays.

14:37: Fincham laughs off claims Popstar To Operstar only got a second series because it's Archie Norman's favourite show. "Is it his favourite show?" he splutters.

14:38: Fincham on Twitter. "It shows people care about television". He is clearly a fan and says he accepts the "raw" critique you get on the social networking site.

14:40: "No channel controller is ever happy with the number of in-house hits you've got," he claims. He says that all controllers will always have "their doors open" for a hit that audiences want.

14:43: Fincham claims that the appointment of Tulisa on X Factor is an example of ITV launching and "backing new talent". Has he not got any N-Dubz records?

14:44: Audience question time. He's asked whether ITV will dabble in history. Fincham claims that ITV can't take on "Planet Earth head-to-head" and says it's tough to compete against the wealth at the BBC's exposure.

14:46: An audience member claims to have a music talent show "better than The Voice". He's having a cheeky punt at pitching his idea to Fincham, but won't reveal too much "because someone will steal the idea". Flipping big head.

14:48: Back to the "baked bean factory" analogy about the ITV bosses. Fincham says that the big cheeses should be judged on their investment in the channel and "rich schedule".

14:50: Fincham is asked whether he would take the DG job at the Beeb. He says no and jokes, "This is like the 'are you still beating your wife question". He claims, "I ain't going anywhere" and wants to stay at ITV as long as Adam Crozier wants him.