So ITV is seeking new revenue streams to compensate for ITV1's performance.
In this context it's perhaps no surprise to learn the broadcaster is talking directly to advertisers about branded content opportunities (page 1).
Large retailers such as Boots and Tesco are exploring programming opportunities that go beyond traditional advertising, a sign that ITV is reaching out to the wider advertising community with a more imaginative approach.
For some time now, ITV has been touring creative agencies to demonstrate the power of TV advertising, but now it is making them and clients aware of other opportunities that are available.
The appointment of Nicky Buss, an agency planner by background, as advertiser development director is a sign that the broadcaster has woken up to the need to be more progressive.