https://www.rapidtvnews.com/20171122...#axzz4z9wsgbUc
Not good news for ITV, with advertising revenues falling again. No wonder they are seeking a boost to their coffers.
In my view, ITV would be very unwise to over-play their hand, since denying VM access to their main channel will only have one outcome. That is, further reduction of their advertising revenue stream due to a reduced audience share.