ITV share to fall to 24% by 2010

ITV's audience share is set to drop by 7% by the end of the decade according to the latest forecasts from ABN Amro. The drop from 31.7% last year to around 24% in 10 years time would be caused by the launch of new channels, especially digital ones.

"The key advantage of the switch to digital transmission is compression," says the report. "Capacity is no longer a constraint and new channels and services have been, and will continue to be, introduced."

The forecast was based on an estimated analogue switch off of 2010. It said that along with ITV, BBC 1 would see the largest migration of audience.