NOT content with having ripped off their viewers, ITV now seems to be giving the rest of the industry a masterclass in how to generally disgruntle them too, this time by chopping the second episode of Pushing Daisies.
The beleaguered broadcaster decided to go straight from episode one to three on their massively promoted primetime drama - as they only scheduled eight weeks for the nine episode series.
Leaks that this was down to a scheduler failing to count the number of programmes are unconfirmed, but given ITV's poor track record in the counting department (usually phone votes), you wouldn't put it past them.
The problem has been caused by the fact that week nine, clashes with the Euro 2008 tie between Portugal and Turkey, which of course, simply cannot be shifted to one of the other ITV channels.
ITV tried a sneaky one by touting episode three as episode two in the TV guides.
But a handful of vigilant fans spotted the anomaly, promptly posted it up on forums and emailed ITV with their complaints.
ITV's response to the hundreds of complaints, (including an ever-growing online petition and an amusing thread on the BBC's Points of View website) has been a bit bizarre.
A spokesman told me: "We're delighted Pushing Daisies has aroused such strong feelings by fans," before adding that at some point later in the year they would screen the missing episode which "doesn't really effect the narrative flow anyway".
But you can't fob off your viewers like that, and those 'strong feelings' he speaks of are ones of disgust - towards ITV.
Those who have already seen the show in America have hit back quickly on the forums arguing that the second episode is crucial to the development of the main character Ned.
The missing instalment sees the pie maker come to terms with his powers and we also get some flashbacks of his childhood.
ITV really shouldn't have got into this mess.
They could have kicked off the series on Saturday by showing the first two episodes back to back, which is standard practice for a big season opener.
But instead they decided to show American Pie 2 at 10pm.
Perhaps they could axe Pushing Daisies altogether (good as it is, more Brits tuned in to watch Casualty) and start all over again with a new acquisition.
ITV could splash out on the next series of 24 (which they would surely cut down to whichever number they see fit).
Or they could free up a slot by sparing us the final of Britain's Got Talent and just hand the title to the wonder dog, which we know is going to win anyway.