Newspaper article The Journal (Newcastle, England)

ITV Plans to Make Stars 'Work Harder'

Newspaper article The Journal (Newcastle, England)

ITV Plans to Make Stars 'Work Harder'

Article excerpt

ITV has announced plans to "transform" itself, in part by getting its star names to "work much harder" as it revealed it had returned to the black.

The broadcaster also confirmed plans to start charging for some of its offerings - high definition versions of digital channels ITV2, ITV3 and ITV4 - and unveiled pre-tax profits of pounds 97m after a tough 2009 when falling ad revenues left it pounds 105m into the red.

Despite a return to the black, ITV1's share of television viewing continued to decline in the first six months of 2010, and across the family of ITV channels as a whole.

The broadcaster unveiled its fiveyear "transformation plan" following the signing of star names Adrian Chiles and Christine Bleakley - who are relaunching breakfast show GMTV as Daybreak - and Jonathan Ross from the BBC.

Chief executive Adam Crozier said: "One of the things we are doing is in finding our presenters like Adrian and Christine, is getting them to work much harder. …

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