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What is the Feelgood Factor? At ITV we use it to mean the feeling of satisfaction we get when our shows achieve great ratings, when we make talked about television, when our employees tells us they feel proud to work for ITV, and when our programmes and people make a difference to the lives of others. It sums up our efforts to go beyond our core responsibilities as a broadcaster to use our skills and resources to support life-changing initiatives.

In 2009 we focused on promoting healthy living through our flagship on air Feelgood Factor campaign in support of Change4Life, the Department of Health’s campaign to encourage healthier lifestyles, as well as on air support to raise awareness and funds for charities that improve healthcare and fight disease.

We continued to provide air time in support of other community initiatives, including The People’s Millions which distributes National Lottery funding to community projects, and ITV Fixers which gives young people the chance to make a film about an issue that matters to them.

We also give ITV employees the opportunity to volunteer for causes they care about, and launched an improved volunteering scheme in 2009.

In total, ITV contributed support worth over £11.6 million to community and charitable projects in 2009, 60% more than in 2008(see tables). This increase is due to the amount of air time we gave to The Feelgood Factor programmes and Change4Life campaign.

The Granada Foundation, an independent charitable trust made further grants totalling £151,000 to 25 arts and science organisations across the ITV Granada region in 2009. This brings the total amount of grants paid since the Foundation’s inception to over £4 million.