At an ITV conference called Television Matters, advertisers and agencies were shown a three-minute synopsis of three programme ideas from production company Tiger Aspect.
Advertisers plumped for a dating show called 'I Really Fancy You', in which contestants confront someone they have fancied from afar.
'I Really Fancy You' will be made into a one-off 60-minute pilot for ITV2 and will air later this year.
Delegates chose the dating show over a gameshow called 'The Dog Ate My Suit' about skiving from work; and a documentary 'When Boybands Go Bad', which looks at the behaviour of male pop stars.
Highlighting possible conflicts ahead between advertisers and programme-makers, ITV2 head of programming Daniella Neuman admitted later that she would have chosen 'The Dog Ate My Suit'.
An ITV spokeswoman said the conference was designed to promote TV as an advertising medium rather than just ITV. She said that 450 people attended, with 370 being advertisers or agencies. At least 50% of delegates were advertisers.
The conference is set to become an annual event, following the success of the first one, which was held on Tuesday. It is thought to have been a way of addressing increasing hostility between the network and advertisers, which have branded its attitude "arrogant".
ITV and other broadcasters are currently embroiled in a row with media agencies about bringing in tighter credit checks on agencies, which could cost them up to £250m to enforce.
Earlier this month, the IPA threatened the broadcasters with legal action after a media agency was refused credit while both parties were still in talks.
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