ITV Digital has refused to comment on the reports and a spokesman said they did not know whether a statement would be issued later today.
Talks with the Football League over the disputed 拢315m contract is being seen as one of the main reasons that could force the company under.
Administration does not mean the end for ITV Digital and the service will not be immediately switched off.
Administration is an alternative to winding a company up -- or liquidating a company -- and a court may, as is likely in the ITV Digital case, make an administration order with the support of creditors approving the appointment of an administrator.
The administrator will take over the running of the company and selling off assets to repay debts. In the case of ITV Digital, Deloitte Touche, which was recently brought into restructure company, will now be the most likely to be appointed as administrator.
ITV Digital could resurface in another form, with some seeing a link-up with the BBC as the best way of securing some kind of future for the troubled service.
The ITV partners, Carlton Communications and Granada, have so far lost 拢800m in the venture and required a further 拢300m to reach breakeven next year.
Granda's share price is up 1.87% to 141.25p and Carlton is up 2.62% to 273.75p.
According to reports from the BBC, six Football League clubs are also preparing to put themselves into administration if no deal is struck with ITV Digital.
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