ITV’s Adam Crozier to reveal new pay-TV plan

ITV is expected to announce a new strategy for revenue production, which reduces its dependency on advertising. This plan is expected to be unveiled when ITV releases its interim results tomorrow.

Chief executive Adam Crozier, who joined the company in April this year, has been considering ITV’s structural issues as part of a strategy review.

According to reports, Crozier is planning to make ITV less dependent on free-to-air broadcasting, and instead will look to generate more income from pay-TV sources, online properties, and selling production formats internationally. However, ITV will still remain a free-to-air broadcasting channel.

It has been suggested that these changes could involve the launch of a new pay-TV brand, charging consumers to watch ITV content online, or offering HD channels through pay-only formats.

Sources close to ITV have also implied that its production business will become more important, with Crozier working closely with ITV Studios’ managing director Kevin Lygo to place an emphasis on content. This follows recent news that ITV has secured the rights to the Rugby World Cup.

Media agency sources have suggested that ITV’s ad revenues for the first half of 2010 will be up around 19% year-on-year.

A spokesman for ITV said: “We are announcing our interim results tomorrow, and as part of that we will be updating the market on our strategy.”

Adam Crozier will be holding a special audience Q&A session at MediaTel Group’s TV summit on 25th November.
Click here for more information or to book your ticket.