A COUNCILLOR has blamed TV for the high number of people drinking excessive alcohol in the Royal Borough amid council considering swapping drug and alcohol service contract.

Members on the adult, children, and health overview and scrutiny meeting met on Wednesday, September 22, to comment on cabinet considering to award a five-year contract to a new provider to help people struggling with drugs and alcohol addiction.

The council has two contracts, which are due to cease by the end of March 2022, with Cranstoun and Claremont and Holyport GP Practice. They were originally meant to end last year but cabinet agreed to extend it by two years.

But senior councillors are eyeing to break away from the two contractors for one provider, which is not named, and opt for an integrated service, combining the psychosocial and clinical parts of the service.

READ MORE: Social care complaints in Windsor & Maidenhead increase

The services will be delivered through a central hub in Maidenhead while psychosocial and recovery support will be integrated within other council services, such as housing and mental health services, to provide support.

Council officers say this will be a “holistic approach” to help people seeking rehabilitation as well as prevention.

Public Health England estimates an average of 51 per cent of Royal Borough adults drink more than the recommended 14 units of alcohol a week, which is double the England average, and up to 729 15 to 64-year-olds are using opiates or crack cocaine.

The alcohol statistic was called “frightening” by councillors but the chairman of the meeting, Cllr Maureen Hunt (Con: Hurley & Walthams), blamed the media for “inciting” people to drink booze after a hard day’s work.

READ MORE: Maidenhead: Huntercombe Hospital CQC report says 'requires improvement'

She said: “You see on the television all the time, all these people come home from work, and they pour themselves a glass of wine.

“They never have a cup of tea. You never see anybody have a cup of tea. It’s always the glass of wine.

“So, therefore, it’s being promoted in the media. So, that’s not helpful.”

The cost of the new contract is £650,000 and will be paid for by a ring-fenced Public Health grant. The remaining money will be used to fund residential rehab services.

Senior councillors are expected to adopt the new contract at a cabinet meeting on October 28.