I dont see why ITV got rid of the ITVplay channel and sadly soon ITVplay on ITV1 and 2. ITV play may have lost about 60% of the money it used to get but you would expect it to lose that many players when a gaming channel closes.
I dont think that ITV play is losing players because other channels had fake winners and problems with phone line providers as ITVplay was found not to have problems with their phone ins apart from impossible answers but if there were all simple answers no one would enter. Make your play does get sevral thousand callers every hour and the games are the same boring games all the time where you are given a word and you have to add a word to it to win. If they had a programme where there was more games, like on the mint I am sure there would be more callers