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===1997–2008===
[[File:ITV Sport 2006.svg|thumb|ITV Sport's logo, which was used in F1 broadcasts from 2006-2008.]]
When the BBC lost their rights to broadcast Formula One in late 1995, ITV gained the coverage for 1997. The deal worth £60 million was negotiated by [[Formula One Management|FOM]] president [[Bernie Ecclestone]]. ITV chose to bid for the rights due to constantly being beaten at weekends while the ''[[Grand Prix (TV programme)|Grand Prix]]'' coverage was on.<ref name=walker>{{cite book | title = Murray Walker: Unless I'm Very Much Mistaken | first = Murray | last = Walker | author-link = Murray Walker | isbn = 0-00-712696-4 | publisher = [[HarperCollins|CollinsWillow]] | date = September 2002 | pages = [https://archive.org/details/myautobiographyu00walk/page/217 217–223] | url = https://archive.org/details/myautobiographyu00walk/page/217 }}</ref>
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ITV extended their contract with North One Television for a further five years in an agreement that started at the first round of the 2006 season and would produce over 100 hours of content which also included qualifying and the highlight shows. ITV were the host broadcasters for the British Grand Prix.<ref>{{cite web|title=North One wins £35m F1 contract|url=http://www.broadcastnow.co.uk/news/multi-platform/news/north-one-wins35m-f1-contract/155412.article|publisher=2006-03-02|access-date=2012-08-18|archive-url=https://web.archive.org/web/20160303205453/http://www.broadcastnow.co.uk/news/multi-platform/news/north-one-wins35m-f1-contract/155412.article|archive-date=3 March 2016|url-status=live|df=dmy-all}}</ref>
In March 2008, ITV announced the coverage would be transferred to the BBC from the 2009 season so that the broadcaster could focus more on coverage on the [[UEFA Champions League]].<ref>{{cite web|title=ITV wins Champions League rights|url=http://news.bbc.co.uk/1/hi/business/7307971.stm|publisher=BBC News|date=2008-03-20|access-date=7 August 2012|archive-url=https://web.archive.org/web/20080325025024/http://news.bbc.co.uk/1/hi/business/7307971.stm|archive-date=25 March 2008|url-status=live|df=dmy-all}}</ref> The contract to show the sport at the time of announcement was worth £25 million.<ref>{{cite web|title=Lewis success to bost revenue|url=http://www.planet-f1.com/news/3213/2483505|publisher=Planet-F1|date=2007-04-09|access-date=7 August 2012|archive-url=https://archive.today/20130131100518/http://www.planet-f1.com/news/3213/2483505|archive-date=31 January 2013|url-status=dead|df=dmy-all}}</ref> ITV later announced that they had enacted a clause within their contract enabling them to leave F1 coverage after the 2008 season.
At the [[2008 Japanese Grand Prix]], Martin Brundle stood in as the lead presenter as Steve Rider was unavailable due to his commitments hosting England international football on the same weekend. This wasn't the first time that ITV's main F1 presenter had missed a race for such a reason, Rosenthal had missed the [[2005 Belgian Grand Prix]] to be part of ITV's live coverage of boxing on that particular weekend, he was replaced in the role for that race by [[Angus Scott (television presenter)|Angus Scott]]. Similarly, Rider missed the [[2006 United States Grand Prix]] as he was in Germany presenting ITV's coverage of the [[2006 FIFA World Cup]], with Scott again presenting that race in his absence.
Ironically, ITV F1's highest ever broadcast rating came in its final race, the [[2008 Brazilian Grand Prix]], which attracted 8.8 million viewers, peaking at 12.5 million viewers and saw [[Lewis Hamilton]] win his first Formula One Drivers' World Championship title.<ref>http://www.broadcastnow.co.uk/news/2008/11/hamilton_drives_125m_to_itv1.html {{Dead link|date=February 2022}}</ref> On 17 November 2008, BBC announced that Martin Brundle would continue his commentary role alongside [[Jonathan Legard]] during the [[2009 Formula One season|2009 season]], while Ted Kravitz would continue his pit-lane reporter role alongside [[Lee McKenzie]].<ref>{{Cite web |url=http://www.f1fanatic.co.uk/2008/11/17/brundle-at-bbc-in-2009/ |title=Martin Brundle a BBC F1 commentator in 2009 |date=17 November 2008 |access-date=8 September 2012 |archive-url=https://web.archive.org/web/20121015205551/http://www.f1fanatic.co.uk/2008/11/17/brundle-at-bbc-in-2009/ |archive-date=15 October 2012 |url-status=live |df=dmy-all }}</ref>
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