[passingbat]

Originally Posted by Chris

I suspect the statistics you're referring to with regards to ITV's difficult past few years are the ones covering the major recession that began in 2008, which is a pretty extreme example, although it is useful because it shows that even in the worst recession in living memory, and with all the competition from multi-channel TV, ITV managed to do exactly what you're arguing it can't - namely, continue to survive on advertising revenue alone.

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ITV themselves are aware of the dangers of relying solely on ad revenue and around 2012 made the conscious decision to start growing other revenue streams.

http://www.themediabriefing.com/article/itv-revenue