As part of a strategy review chief executive Adam Crozier has been looking at the company's structural issues since joining the broadcaster in April.
. Advertising accounted for 69% of the company's revenue in 2009.
It is understood that ITV will look to generate income from pay-TV sources, its online properties and by selling its production formats internationally while retaining its strength as a free-to-air broadcaster.
It has been suggested that ITV could launch a new pay-TV brand, charge consumers to watch content online or offer high definition channels through pay-only formats to protect the business against cyclical declines in ad revenue.
Sources close to ITV suggest its production business will be given more importance and that Crozier will work closely with to put content at the heart of what ITV does.
Media agency sources suggest ad revenues at ITV will be up around 19% year on year in the six months to the end of June.
A spokesman for ITV said: "We are announcing our interim results tomorrow as part of that we will be updating the market on our strategy."
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