The poorly performing British ITV network has tapped BBC chaiman Michael Grade to help pull them out of their disappointing business.
ITV has been in the news as Richard Branson was rejected from taking it over and Rupert Murdoch bought up almost 20% of it at the chagrin of Branson. There's been some public spatting over it ever since.
Branson was upbeat about the move though saying: We very much hope that today's news signals a better creative future for commercial terrestrial television in the UK and I look forward to meeting him in the New Year."
Revealing what his priorities for the company are, Grade said: "Its strengths need to be in originated British productions for British audiences of all genres.
"That's what the new folks on the block, who are providing terrific competition, don't do. It's the core business of the BBC, Channel 4, five and of ITV. What separates us from new channels is the level of investment in British production."
Grade promised that he would be aggressive and take an offensive stand as he goes forth with the company. He expects his influence to be seen in the second half of 2007.
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