There is a real temptation for ITV to take some or all of its digital channels away from free-to-view to the more lucrative pay-to-view platform.
However according to the new chairman, Archie Norman, ITV does not have the right set up to take its digital channels ITV2, ITV3 and ITV4 onto a pay-to-view platform.
This could suggest that there are going to be some sweeping changes across the ITV digital channel network.
With three channels to fund as well as time shifted channels, ITV has a lot to play with.
However, the broadcaster also has a lot of new and exciting content, including many live sporting events that fans would pay for, so despite the rocky times that ITV have had over recent years, the future could be promising.