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Good God, at 75p per call, and an average of 125 calls per minute, ITV's "Make Your Play" show makes almost £95 per minute. At past 4am in the morning. Or, at least, costs the consumer that. I hope I've tuned in at a peak time - if those stats are representative of the average over the course of the show, then at four hours per day, they'd be looking at £23,000 revenue every night. Seems obscene..