ITV unveils plans for pay-to-watch strategy

Mr Crozier, who joined as chief executive from Royal Mail in April, is understood to be looking at a pay-TV model for high-definition versions of its ITV2, ITV3 and ITV4 channels.

He is also expected to announce improvements to ITV's online offering and a bigger programming budget when he reveals the results of a strategic review alongside interim results today.

Mr Crozier has been working with chairman Archie Norman on proposals to revive the group as it emerges from one of the worst advertising slumps in living memory.

It is thought the strategy overhaul will include a shake-up at its production arm ITV studios, as well as the launch of a stand-alone branded channel as part of a pay-TV package.

The group is reportedly in talks with BSkyB over the rights to carry these channels in a move that could help reduce its reliance on volatile advertising markets.

ITV – home to the X Factor and Coronation Street – last year returned to annual profit with a 25m surplus after plunging into the red by 2.7bn in 2008.

It has seen marked improvements in its ad markets in recent months, reporting strong results in the first quarter, with revenues up six per cent to 450m, driven by an eight per cent rise in television ad sales.