The company is the biggest advertiser in the UK, spending £187m last year. It had been opposed to the merger of Granada and Carlton Communications and now Balderston, associate director of media at P&G, has raised doubts about former Bank of Scotland chief executive Sir Peter's appointment.
In an interview with the Independent on Sunday, he said: "We will have to remain neutral about his appointment because he's such an unknown quantity. But it would have been helpful to appoint someone with previous experience in broadcasting. How he can adapt to running [ITV], which is different to running a bank, remains to be seen."
Balderston also warns ITV about the kind of audiences it attracts with its programming. "It's not really in ITV's interest to go too far down the mega-populist route of endless jungle fun programmes. These have a role to play but it also needs to ensure that there is programming that attracts upmarket and younger audiences as well."
Following the huge success of this year's 'I'm a Celebrity... Get Me Out of Here!', ITV has moved forward with a second series for 2004 due to run in November rather than waiting for 2005.
Other reports in the Sunday newspapers had Sir Peter warning ITV chief executive Charles Allen that his job was on the line until the broadcaster improved its performance.
The Business reports that Sir Peter said: "If the business is going forward, Charles will stay in the job; if it is not, Charles will not stay in the job."
Allen survived a shareholder revolt that claimed the scalp of Carlton chairman Michael Green, who had been due to take on the role of ITV chairman after the merger. But it is well known that shareholders have been unhappy because of the debacle over ITV Digital, which cost them £1.2bn.
Sir Peter said: "Charles has three important jobs. The integration of the merger, cost savings and to get the business moving in the right direction. If he can fulfil all three I seen no reason why he shouldn't be here in 12 months."
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