ITV looks to PPV to make it safe
February 2, 2010
Plan for ITV to introduce a pay-per-view service for ITV2, 3 and 4 under new chief executive Adam Crozier seem to be firming up. ITV has said it will undergo a thorough strategic review which will rule nothing out, including a move away from the free-to-air advertising model to a much broader media platform by increasing its use of on-demand video.
Archie Norman, the recently appointed chairman is keen on developing a pay element and is unlikely to have hired an unsympathetic CEO. Norman has also said that he's keen to address the high level of legislation the broadcaster is subject to, which puts it at a disadvantage compared to new media.