Speaking at the Nokia Mobility conference in Barcelona, Jeff Henry, director of ITV's consumer division, said that growth of the broadcaster is set to come from acquisitions.
He told delegates that they could "expect announcements imminently".
He said that many producers lacked the expertise to invest in interactive and mobile content and called for greater investment in these areas.
The creation of the consumer division as well as Henry's appointment in September, from the Hallmark Channel where he was CEO, is part of a shoring up of ITV's commercial activity in the face of increasing diversity within broadcasting and the media and audience fragmentation.
It is understood that ITV aims to have half its revenues from sources away from traditional TV advertising by 2012.
ITV is considering making all its channels available on mobile as well as developing mobile-specific content. An audience participation channel called ITV Play is set for a 2006 release and the broadcaster is considering launching a TV broadband channel.
New-media initiatives so far include the launch of ITVi 24/7, offering digital satellite viewers a raft of pay-to-play games as well as access to Friends Reunited, ITV Mobile and ITV Local.
Other activity by rivals has included a BSkyB link-up with Vodafone to launch a mobile TV service.
Last week, ITV appointed former Associated Press director of international client relations Ann Cook as the broadcaster's first controller of ITV Interactive and ITV.com.
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