The struggling network suffered a further blow at the weekend as it emerged that major advertisers B&Q and mobile brand O2 are threatening to pull their advertising from the channel because of falling audience figures.
The latest blow to the network adds to what has already been a terrible year to date, capped by the collapse of ITV Digital.
Last week, Carlton and Granada found out that Channel 5 chief executive Dawn Airey, who had been tipped to take over as ITV chief executive, had been stolen from under their noses and is now set to join Sky in 拢1m-a-year deal.
The programming investment gives the station an extra 拢100m to spend on programming compared with 2002, after the cost of broadcasting the World Cup this summer is taken out of the budget.
ITV's programming budget was set at 拢775m in May after it received its first hike in two years when the channel was given an extra 拢25m.
Over the last two years, Carlton and Granada failed to invest in the channel because of the impact of the advertising downturn and the drain on resources that former digital terrestrial broadcaster ITV Digital proved.
ITV has come under increasing pressure to improve its performance amid growing competition from the likes of Five and Sky. ITV has also seen advertiser confidence rocked as it loses out in the primetime ratings war with the BBC, which this year boosted the budget of BBC1 by 拢270m to 拢962m.
David Liddiment, the outgoing director of channels, said: "This significant increase in our programme budget signals the scale of our ambition for next year. ITV1 is back on form this autumn and, with greater schedule investment in 2003, we are confident that the positive trend will continue."
ITV is currently looking for a replacement for both Liddiment and chief executive Stuart Prebble, but with Airey snapped up, ITV is scrabbling around to find someone brave enough to want to take on the challenge of restoring its fortunes in terms of advertising and programming.
Confirmed major drama commissions for 2003 include 'Boudicca' adapted by Andrew Davies and starring Alex Kingston; Sarah Lancashire in 'Sons and Lovers'; and 'The Planman' starring Robbie Coltrane.
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