Lindsay Charlton, managing director of Meridian, who is spearheading the expansion of the service, has revealed the proposals some four years after the controversial collapse of ITV Digital.
Charlton told guests at a panel discussing the potential of so-called internet protocol television (IPTV) that carrying Football League action was being discussed. Charlton has confirmed to Media Week that sport is a key part of its plans for a UK-wide regional network.
ITV recently signed a three-year extension to its deal to show highlights of the League and Carling Cup matches, including its Sunday morning show, The Championship and regional show Soccer Night.
It wants viewers to watch extended highlights or even live coverage of their local clubs on broadband. It is thought ITV also plans to roll out coverage of Carling Cup action and non-league clubs.
Four years ago, the broadcaster was partly blamed for plunging the Football League into crisis in 2002, leaving clubs owing an alleged £180m after the collapse of the ITV Digital contract.
Charlton believes the relationship at grassroots level between clubs and ITV's regional businesses had survived and was now "as strong as ever".
However, this raises the question of rights for online distribution and whether the matches can be shown live, which is one of the web's key advantages. Charlton says: "I think one of the great things about ITV Local is its ability to broadcast live. Rights are a major issue, but there is also a sea of sporting activity below the professional level. Football is the place I'd like to start, but there are other sports that we're looking at."
The broadcaster is planning to run local 30-second spot-style ads in its sports coverage. Sky has just started a three-year deal to show live coverage of Football League action. Charlton said ad-funded programming will also be key.
The Football League's interactive division (FLI) holds the broadband rights to League action, currently allowing all clubs to show goals and highlights of their matches on their own individual websites.
It is not known if ITV is negotiating direct with FLI or individual clubs, although one First Division outfit said it would be worried its websites could effectively be "made redundant" if ITV took over. Another option is a possible revenue sharing agreement.
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