Announcing a return to profits in 2009, Norman said that creating content would remain central to ITV's future and that it is exploring a move into pay-TV.
ITV's new chief executive, Adam Crozier, will arrive on 26 April to lead a process that Norman described as "making this company less reliant on a free-to-air model".
ITV's ad revenues rose 7 per cent in the first quarter of 2010 and are likely to increase between 15 and 20% during April. However, Norman warned against over-optimism due to a "volatile" ad market and because the gains are based on comparison with large declines in early 2009.
"It seems at times that the [ad] market is like a faulty shower – either too hot or too cold," Norman added.
Despite speculation that ITV is considering a sale of its production arm, Norman said that "content is central to our future" and indicated that it wouldn't move out of content production altogether but that a restructure of its ITV Studios business is likely.
On launching pay-TV services, Norman said that ITV would not be able to charge for any of its current channels in their current form. He added that ITV is "not satisfied at all with our position online" and said "much more needs to be done" to build ITV.com into a force in the market.
ITV held its audience share and increased its share of the TV ad market in 2009 despite a decline in ad revenues of 9% to £1.3bn.