ITV Play launched in April

Early results show ITV Play could hit its first year profit target of �20m, on revenues of about �60m.

Ofcom has expressed concern at the number of complaints received about quiz channels, especially considering their relatively small viewing figures.

But ITV said procedures stopped people unwittingly running up large bills.

Matt Peacock from Ofcom said: "These quiz channels have produced a disproportionate number of complaints.

"We have altered our guidelines for these channels recently but the complaints have continued to rise.

"We are monitoring the situation closely."

A spokesperson for ITV Play said: "ITV is a responsible broadcaster and we take that role very seriously.

"While there are a number of channels offering prize winning interactive shows, the quality of our programming is significantly higher.

"We have measures in place that tell viewers what the costs are and how much they are spending.

"Ultimately whether someone rings in is up to them, but it is an informed choice."