The Week: Advertising news - Corrie plans Rovers chain

ITV is considering launching Rovers Return-style pubs in partnership with a pub chain in a bid to cash in on the popularity of Coronation Street.

The broadcaster is also looking at ways to include brands in the 48-year-old soap, should Ofcom relax the existing rules on product placement. Dawn Airey, ITV's managing director of global content, said: "We are absolutely looking to exploit all our brands in a far more commercial and efficient way. A huge amount of value lies in big ITV brands such as Coronation Street and finding more creative and imaginative ways of exploiting those brands."