Plans to cut ITV regional programmes are based on flawed research, according to the North-East regional screen agency.

Northern Film and Media has called on Ofcom, the broadcasting regulator, to think again "before clearing the way for such devastating and uncalled for cuts in regional programming."

The Newcastle-based agency disputes claims that regional programmes are not valued, not watched and are too expensive for ITV to make. It says the research used to reach these conclusions is flawed.

The row has been prompted by Ofcom's recommendation to halve the amount of regional documentaries and non-news feature programmes shown on local stations like Tyne Tees.

The proposals have been condemned by programme-makers and unions working in regional television.

The new NFM research is based on surveying North-East viewers and analysing regional ratings figures.

Results showed that non-news regional programmes are popular with viewers. They often achieve higher ratings than the network's average in the same time slots and are particularly popular with viewers over 55.

It revealed that 67pc of viewers surveyed watch non-news regional programming. Some 94pc believed it was important for broadcasters to provide programmes that reflect the needs of the region.

Over half (53pc) said they felt the amount of non-news programming on Tyne Tees was "about right" and 29pc felt there was not enough of these programmes.

Only 3pc of those questioned thought there was too much non-news regional broadcasting.

"Regional programming provides a living and a voice for local people," said NFM chief executive Tom Harvey.

"We would urge Ofcom to listen to what viewers and the ratings tell them about regional programming before suggesting such radical, damaging and unnecessary cuts."

Local production companies could be hard hit if the cuts go ahead, the report warns.

"Programmes like documentaries and regional features give first-time and developing film-makers a real chance to learn new and cement existing skills," said Mr Harvey.

"If the Ofcom proposals go ahead, it will cause real problems for this section of our industry."

The report also finds Ofcom's assessment of the cost of regional programmes appears to be based on an out-of-date pilot study.