Melvyn Bragg was said to be devastated yesterday after ITV announced that he was leaving his respected arts programme, The South Bank Show, after 31 years and that the series was ending.

The largest commercial broadcaster in Britain signalled that it was withdrawing from its commitments to the arts when it announced plans to end the programme, which has been a fixture of its Sunday night schedule since 1978.

ITV said that it was Bragg’s decision to step down from the show when its run ends next year but it is understood that the broadcaster had offered him such a low budget that he felt that he could not continue. He is also retiring as controller of arts for ITV Studios, the production arm of the broadcaster.

In a statement about his decision to leave, which was released through ITV, Bragg, 69, said: “I have decided to leave ITV at the end of my current contract. Sadly, The South Bank Show will not continue beyond the middle of next year.

Times Archive, 1978: The South Bank Show

There are obviously delights to come but there should be less Braggness

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“I have had the luck and privilege to work with fine programme makers and with hundreds of the best artists of the last half century. I look forward to ITV’s future arts output and wish it the best of luck.”

ITV said that it was “looking at opportunities for new arts programming” but few in the industry believe it has the inclination to make a serious commitment to the arts during a recession and in light of its promise to draw more viewers to its peak-time scheduling.

ITV has been beset by a downturn in the advertising market and reported losses of £2.7 billion this year. It is focusing on programmes such as The X Factor and Britain’s Got Talent, which attract 12 million viewers.

Bragg, who has long acted as ITV’s cheerleader, is said to feel strongly that a new arts programme should take the place of The South Bank Show. One source close to the presenter said: “He would be vocal if that didn’t happen.”

A spokesman for the Arts Council said: “What matters most is not a particular brand or show format but that ITV, and all the major public service broadcasters, continue to provide the quality arts programming that viewers expect and want.

“We look forward with interest to ITV’s proposals for a new generation of arts shows that maintain the high standard The South Bank Show has set.”

ITV said that it was discussing potential projects with Bragg but it is rumoured that he may move away from the broadcaster.

BBC sources said that the corporation would be interested in strengthening its ties with Bragg, who already appears on Radio 4 with In Our Time.

“We already have an arrangement with Melvyn for radio,” said one senior BBC insider, “but we would be very keen to do more.”

Peter Fincham, the director of television at ITV, said: “Up until The South Bank Show’s arrival this genre had been narrowly focused on classical music, ballet, operas and art.

Melvyn’s energy, passion and enthusiasm to broaden the arts spectrum dramatically changed things overnight with programming featuring popular music, TV drama, photography and films and big names including Francis Ford Coppola, Billy Connolly, Woody Allen and Eric Clapton.

“Melvyn set out to shake up the accepted idea of arts programmes on television and succeeded absolutely.

The South Bank Show and Melvyn go hand in hand and given that he has decided to step down we felt that this was the right time to lower the curtain on this series.”

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