The review, which will also address programme acquisitions, is meant to reposition the network's main channel ITV1 to attract a "younger and more upmarket audience", and address advertiser concerns about falling ratings for the main network channel.
It will be lead by Simon Shaps, head of television at the network, and follows a review of programming acquisitions for the broadcaster, designed to increase its number of US series to combat recent successful imports on Channel 4 and Five, including 'Desperate Housewives', 'Grey's Anatomy' and 'Prison Break'.
Shaps said that ITV was now focused on revitalising its key programming brands including 'The Bill' and 'Emmerdale', and that the network would now be looking at "a rigorous system to address what advertisers want".
Speaking at the ITV media presentation yesterday, Shaps said: "We need to improve ITV's perception as a brand. We will be looking to market fewer shows and the marketing process itself will now be subject to a review of its return on investment impact.
"We have been working much more on what scheduling can offer in terms of return on investment. We've got to have a rigorous system of what advertisers want."
ITV is estimated to be down £125m in advertising revenue for 2006 compared with the previous year, even taking into account revenues for the World Cup.
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