16.50pm Ford opens by saying he was "very lucky to have been chosen" by Channel 5 to lead the network's programming strategy after Richard Desmond's acquisition of the broadcaster last year. Desmond ran a major cull of senior managers at the start of 2011, and Ford was one of the few executives to remain. He admits that it was a "tough" time, but says many of the redundancies were voluntary. He now has a very lean team, who are "up for the challenge". Says Channel 5 is a "fun place", which filters into his team. Says that he has only lost around three or four people in programming since the redundancies, which is "pretty good".
16.55pm Ford says that he is trying to go back to "strong foundations", as they have had big turnover in the programming division. Says that he "loves" Channel 5 and his task recently has been going back to "what Channel 5 stood for and what people liked about the channel". He says that the launch of Celebrity Big Brother and Big Brother will take another step towards that. Now showing a video of the channel's programming...
17.00pm Talking about the slump in ratings at Channel 5, Ford accepts that year-on-year the Channel 5 family of channels is down, but says that by the end of the year they should be back up again. Says that Big Brother will play a big part in that. Discussing Josie Gibson reality TV show, says that the programme "did not have enough for people to grab onto", but he feels that is not the case with Big Brother or possible future spinoff docusoaps.
Says that they have been showing the same episodes of Trisha for the past two years, but "no one seemed to have notice", despite the fact that she "gets older and younger with each episode". He therefore wants to reinvigorate daytime, with shows such as Vanessa. Bemoans the fact that Channel 5 programmes are often associated with other broadcasters, such as many people thinking documentary series Extraordinary People is aired on Channel 4.
Admits that Channel 5 has been "slightly guilty" of not promoting magazine show OK! TV, which is why its ratings have declined. But says that "will change soon".
17.11pm A video plays of views on Channel 5, with some rather negative opinions. Despite Ford saying the views were "alight", he admits that the channel must do more to transmit the "passion" in its programming. Accepts that Eddie Stobart series and military documentaries are "not the biggest shows in the world", but claims that they have passion that reflects Channel 5. Also says that Desmond is willing to back any worthy ideas that Ford proposes.
Reveals that Desmond wanted Big Brother, Top of the Pops, Coronation Street and Panorama when he acquired Channel 5. Only managed to get Big Brother, but Ford believes that Channel 5 has relaunched the reality TV series in a way that reflects "fun and entertainment".
Discussing ratings for Big Brother, including that its launch night got 5.1m but subsequent shows have slipped to around 2.5m. Ford says that the ratings are close to the final series on Channel 4, and notes that the show also launched in the tough launch period of summer.
Asked whether the ratings will hold when the main Big Brother airs, minus the celebrities, Ford assures that they will make sure that the contestants are as "colourful" as possible.
17.17pm Defends the celebrity contestant lineup on Celebrity Big Brother - says he and Endemol think it's the "best lineup ever". On the day of the launch of Celebrity Big Brother, Charlie Sheen arrived in the UK, but Ford says that it was just a "fluke" that sparked a flurry of interest. However, he reveals that there are more celebrities to come - after chef Marco Pierre White entered the house today - as well as more "surprises".
Discussing the controversial lack of a live stream for Big Brother, Ford says that Channel 4 saw a drop off in interest in the live stream as people grew tired of "watching people sleep". He says that the show and its audience have moved on, while Channel 5 has decided to prioritise social media networks, online voting and more.
17.22pm Ford says that The X Factor, Strictly Come Dancing and Big Brother are "probably the biggest programme brands in the world", and so Channel 5 would have to have been "bloody mad" not to pick up the latter. Accepts that Channel 5 is the network that "everyone wants to give a good kicking", and so its about changing that perception. Says that many of the ideas in programming on Channel 5 would fit on other networks, but the channel is not given a chance.
Refers to Ricky Gervais's comments yesterday at the festival that he would not work with Channel 5. Gervais said "are you having a laugh?" when asked if he would develop shows for the network, but Ford is keen to change that sort of perception. Reveals Channel 5 has "some really exciting programming" coming up that might change people's minds about the channel.
Ford says that the channel is looking for "returnable formats" - programmes similar to ratings hit Cowboy Builders. Accepts that the channel has "probably overspent" on docusoaps, but reveals that docusoaps or panels shows spinning off Big Brother will be considered. Says wildlife and engineering programmes are also a priority going forward.
17.27pm Now onto audience questions. Asked a convoluted question about the channel's audience, Ford says that the network is getting 5.1% share of total audience, but normally it gets around 4.5%. The challenge is, he says, in getting closer to 5.1% and staying there by drawing people to the channel with Big Brother, and then encouraging them to discover different programming in the schedule.
Someone asks about the news provision deal with Sky News following speculation that Channel 5 may opt to end the arrangement. Ford says that Sky "are our news provider and we are very happy with them". Its a firm rebuttal but probably not the end of the story.
Ford says that Channel 5 has the money to back good programmes, and now runs a small team of in-house producers, with new shows due to air soon, including Bay Reporter, following a search to find a Home & Away fan to report on the long-running Aussie soap.
Asked about Richard Desmond's perception in the "chattering classes" - Ford says that the billionaire is "all about fun" and so is the channel, and so the marriage works. And that's you lot, thanks for reading.