According to a report in the Financial Times, more than 12 broadcasters have entered bids for the channel slot, pushing the price up to £12m -- more than double the amount paid for the last Freeview slot, bought by Channel 4 in May.
An ITV spokeswoman refused to comment on the reports. However, it is understood that ITV's £134m acquisition of channel operator and Freeview multiplex owner SDN in April means that the broadcaster can pursue its digital stategy.
Having ownership of SDN means ITV controls 10 transmission slots on Freeview, including those currently used by Five, Disney, UKTV Gold, Cartoon Network, Discovery and shopping channel QVC.
It could also launch more of its own digital channels, as ITV chief executive Charles Allen explained when the deal was first announced.
It is believed that Five, Channel 4, Disney, Sit-Up TV, Top-Up TV are among the potential bidders for the new Freeview channel.
The slot was made available by transmission company Crown Castle after additional broadcast capacity was added to the free-to-air digital service.
A slot on Freeview when it launched in October 2002 was originally worth £1m, but because space is limited and digital terrestrial TV take-up has soared, the price has increased.
Channel 4 and ITV were understood to have paid in the region of £5m for the slots that carry More4 and ITV4 respectively.
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