Prebble takes up post as ITV chief

Stuart Prebble has been confirmed as ITV's new chief executive as

part of a centralisation of ITV assets that is expected to spark a

review of the broadcaster's creative and media accounts.

Prebble has been the chief executive of Carlton and Granada's digital

venture, ONdigital, which is to drop its brand name and ally itself more

closely with its owners by adopting the brand ITV Digital. Prebble will

now add ITV's free-to-air channels and ITV2 to his remit, as well as

overseeing the creation of

The pooling of free-to-air, pay TV and online is expected to result in

the appointment of a single creative and media agency to work across the

combined business.

At present Carlton, Granada, the ITV Network and ONdigital all use

different agencies. BMP DDB and New PHD work on ONdigital's account,

while HHCL & Partners and Starcom Motive hold ITV's business. Carlton

has used TBWA/London and Carat. A source close to ITV said: 'Inevitably,

agency suppliers will be reviewed and it is likely that one creative

agency and one media agency will be appointed.'

With Prebble filling the position of ITV's chief executive, three

directors operating the three key ITV businesses will report into


David Liddiment continues as ITV's director of programmes, but will also

assume the title of ITV's director of channels with ITV Digital falling

into his remit. Rob Fyfe, Prebble's deputy at ONdigital, will be the

managing director of ITV Digital, and a managing director for is

now being sought.

The sales team for ITV2 is likely to be integrated into ITV Digital,

while the various ITV and Carlton online sales operations will be


The alignment of ITV and ONdigital could see their digital pay-TV

services being advertised on ITV for the first time. The Independent

Television Commission, following lobbying by Granada and Carlton, is

launching a public consultation on whether the rules on media

cross-promotion should be relaxed.

ITV Digital is set to launch a new pay-TV sports channel in August,

combining live football with feature-led programming.

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