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Richard Desmond will “create profitability [at Channel 5] where Dawn Airey couldn’t”, according to Phil Georgiadis, chairman and chief executive at Walker Media.

The art of predicting what is going to happen to television advertising revenue may be more difficult than ever, but that did not stop the panel at MediaTel’s TV Summit from trying.

During the course of Adam Crozier’s interview at the MediaTel TV Summit on Thursday he was asked by Raymond Snoddy why ITV did not buy Channel 5.

informitv’s William Cooper makes an early assessment of Virgin’s new DVR: “Slick and a vast improvement”.

In one of the more feisty and open debates heard on the subject, CRR continued to divide industry opinion at yesterday’s TV Summit, although with the ITV CEO Adam Crozier’s final words on the subject, delegates may have left the event thinking that a change may not be too far away.

In five years time, ITV will have “delivered on strategy; re-balanced the business (advertising revenue is an over-reliant 74% currently); be leaders in great content; and have taken adavntage of new platforms.”

Even before the panel discussions got under way at the MediaTel Group TV Summit this morning, there was surprising news for the 160 senior delegates to take in.

David Brennan on the findings from Thinkbox and Decipher’s ‘Tellyport’ research: “One stat that should make advertisers sit up, listen and get very excited is that over half of our sample claim to have gone shopping online while watching live TV”…

Next year is set to be the year of connected TV, with the launch of YouView and more and more internet-enabled television sets. However, awareness of IPTV has still not reached mainstream levels, with less than half of the population understanding the latest TV proposition.

ITV1’s I’m a Celebrity… Get Me Out of Here! secured the all-important peak-hour ratings once again last night with a high of 9.4 million viewers.