ITV 'readies pay-TV move'

ITV is reportedly preparing to unveil a new pay-TV strategy, involving the launch of high definition versions of its digital channels and a new male-orientated network.

At the firm's half-yearly results statement tomorrow, ITV chief executive Adam Crozier and chairman Archie Norman are expected to unveil their five-year vision for the broadcaster.

According to media reports, the strategy will involve ITV launching high definition versions of ITV2, ITV3 and ITV4 on an exclusive pay-TV basis. ITV is understood to be in talks with Sky to carry the channels, but a deal with Virgin Media could also be on the cards.

The broadcaster also intends to launch a standalone branded channel, which would be made available with other channels as part of a pay-TV package. The new channel is widely believed to be a male-orientated network, similar to UKTV's successful Dave channel.

Crozier and Norman are further expected to announce significant improvements to ITV's online offering and greater investment in the programming budget, after completing their strategic review of ITV.

The management team want to unlock more revenue streams away from traditional advertising, after the broadcaster recently endured one of the worst ad market slumps in living memory.

ITV Studios, which is now under the command of ex-Channel 4 director Kevin Lygo, will face a shakeup as ITV looks to develop more lucrative programme formats.

Investment at ITV Online could involve an expansion of the ITV Player video on-demand service following recent reports of a potential launch on mobile platforms and games consoles.

In its results statement, the positive impact of the World Cup is expected to help ITV post half-year pre-tax profits of £115m, up from a loss of £14m a year earlier.