ITV2,3,4 to go subscription rumours again….

With the arrival at ITV of a new chief executive, Adam Crozier, ITV are again considering the possibility of a pay-per-view package for ITV 2, 3 and 4 among a range of options as the company benefits from a slowly improving economic climate.

Sources close to the broadcaster said the pair would consider the subscription model in a wide-ranging “anything goes” review in which “nothing will be ruled out”, particularly in light of last week’s strong first half revenues from satellite broadcaster BSkyB in which first-half revenues rose 10pc year and saw it move closer to achieving a target of 10m subscribers by the end of 2010.

Sources said ITV1 would remain a free-to-air channel. The recent high ratings of up to 15m for shows such as The X Factor and Coronation Street suggested the flagship channel will remain in its present guise.

BUt with sub schannels ITV2 ITV3 and ITV4 would become part of a Sky TV subscription package. This allows the channel to earn some revenue from a percentage of the subscription charge.

These rumours first emerge over a year ago, and have again resurfaced with Adam Croziers appointment.