ITV executive chairman Michael Grade will this week call on advertisers to stop the downward spiral in commercial TV revenue and urge Ofcom to review the mechanism that enables them to continue it.
Grade will be guest speaker at the Incorporated Society of British Advertisers conference on Thursday. He will appeal to advertisers to drop their opposition to a removal of the contract rights renewal mechanism.
Grade is also meeting the major media agencies soon and will ask them to back a market review.
ITV has suspended premium interactive services pending a review, following the row over phone-ins on the C4's Richard and Judy show.
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