Adam Crozier, ITV chief, has said that ITV does have the potential for other channels.

He said that a new ITV channel could work and be either free-to-watch or a subscription service.

Last year, it was rumoured that ITV had been investigating potential pay-TV channel launches.

The ideas discussed were a channel to air its archive back catalogue and one that would carry premium US acquisitions.

A source said at the time that the strong ratings enjoyed by free-to-air service ITV3 are evidence of the potential offered by a channel focusing on historic content.