Legally Binding.
As an interesting aside to the potential arrival of price-drop.tv, Section 7.4 of the license of Multiplex 2 (a thrilling read, available in pdf form at the ITC website) states in longwinded but surprisingly clear legalliese, that space on the multiplex can't be used for any service not provided by ITV or Channel 4, without written permission of the ITC. Presumably an application has been made, or will be made, but so far the ITC has not noted it on their website.
