NO - David Elstein, consultant and former Five chief executive
ITV's welcome ratings boost from Britain's Got Talent will not make a material difference to its full-year revenue.
The decline in ITV1's ratings has been diminishing, but contract rights renewal will still be here for the 2010 trading season.
Until a rights issue has been sorted out, long-term debt is reduced and the pension fund deficit addressed, any short-term recovery in the share price will be fragile.
ITV needs new leadership, to resolve the issue of BSkyB's shareholding and to diversify its revenue streams.
If it succeeded in switching its digital channels back to subscription, that would be a corner turned.
Programming - neither the Britain's Got Talent triumph nor the Pushing Daisies embarrassment - is not the issue. ITV faces deeper issues.
YES - Peter Bazalgette, consultant and former Endemol chief executive
ITV's share price has doubled from its low, the Britain's Got Talent ratings were extraordinary and we nowknow that contract rights renewal will be modified.
Two cheers for the new chief executive, but his or her first challenge will be to execute a successful rights issue. Then he or she needs a recovery in the economy in general, and advertising in particular, and this will be slow.
In the medium term, though, ITV's possession of a mass audience in a fragmented media world will deliver more value than many currently appreciate.
But will this free-to-air channel still be making current affairs or national news by then? I doubt it. Will it still be investing in daytime shows? It's more likely to be renting that part of its schedule to anyone who wants the real estate. And can it develop a major video on-demand brand?
YES - Adam Smith, futures director, GroupM
ITV still has a very big corner ahead, namely the change of strategy and even culture that will, presumably, follow the installation of a new chief executive.
If this change brings further retrenchment, then I would imagine we will see less original drama in the production pipeline.
ITV may see this as an opportunity to free up ITV1's soap-sudded schedule, to capitalise on ITV's leadership in popular entertainment
and factual and to invigorate the viewer profile. We have to assume the economy will struggle in 2010 and that ad revenue will continue to fall.
We are, however, feeling for the floor. Only unimaginable economic catastrophe would produce further double-digit revenue drops.
ITV is using the recession to master cost leadership. This is a big, painful corner. But in 2010, it will feel less pain and when the recovery does arrive, a lot more pleasure.
Whatever the economy brings, one can easily imagine a lighter-regulated, faster-moving, more aggressive ITV competing on a playing field finally levelled by digital saturation.
NO - Bryan De'Ath, group chief executive, BDP Media
Ah, the eternal question. It's certainly not over. In fact, in the short term, there's little for ITV to hope for before between now and the football World Cup next year and ad spend in the run-up to the next General Election.
Programmes such as Britain's Got Talent continue to galvanize the public, but they are not the solution. The internet has broken the traditional TV advertising model and no one appears to know how to fix it.
Yet, there's a paradox here. Despite undoubted decline, ITV remains one of the mainstays of UK media, delivering far bigger audiences and a much larger share of advertising than any commercial rival. That's a fabulous springboard from which to re-emerge into the new media landscape.
TV content already fuels much of what happens online and there's an explosion in viewing via web services too. Let's hope that it's not too late.