However, while there is no indication from the broadcaster of its intentions for the airtime sales houses, media agencies remain apprehensive about what the impact will be for advertisers.
John Overend, investment director at PHD, said: "There are two sides to this argument. It's in advertisers' interests to establish an ITV with enough money to put behind good programming. However, it must not be allowed to use this power to create a monopoly."
The issue of how to sell airtime on ITV, which controls around 54% of advertising revenues, has long been a concern for advertisers and agencies. Ever since the government moved to abolish media ownership rules that prevent a single ITV, the industry has made it clear that it is worried about the price of airtime being driven up by lack of competition.
According to Overend: "Speculation is that they intend to set up two separate sales houses, one to sell airtime on Carlton and the other to sell Granada's."
MediaVest chief executive Jim Marshall said the airtime sales issue would have to be dealt with. "Obviously we can see the logic and benefits for broadcasting, but we have enormous problems on the sales side. However, the proposal to set up two independent sales houses may be a way around it."
He added "They [the sales houses] do need to be independent and we would need to see structures. There are issues such as London needing to be split and operating structures/confidentiality. These need to be in place and regulated either by the ITC or Ofcom."
Despite the need for clarification from Carlton and Granada about their intentions for their airtime sales operation, agencies largely welcomed the announcement that the companies are pushing ahead to put the network's difficulties behind it.
As well as tough economic market conditions, ITV has had a difficult period following massive losses from ITV Digital and the resignation of its chief executive as a result.
Steve Hobson, broadcast director at Carat, said: "One of the reasons for ITV's falling position in the market is that it hasn't had clear leadership. This morning's announcement is a clear sign to advertisers that Carlton and Granada are making the necessary changes to get ITV back on track."
The move strengthens ITV at a time when it is facing increasing competition both from BSkyB and Five. It should also make life easier for ad agencies when dealing with the broadcaster.
Hobson added: "The impact for advertisers in the longer term is beneficial because ITV will be able to drive economies that will allow it to compete in a multi-channel market."
This point is echoed by Mediaedge:CIA head of broadcast Ian Anders, who said the merger will mean a more streamlined, more efficient ITV with one voice on commissioning.
"This will allow ITV to pick up from what they've recently done -- like putting more money into programming -- and really turn the station's fortunes around. They know what they need to change and this also shows an acceptance that they got it so wrong previously," he said.
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