A large broom has swept through the corridors of power at the UK's largest commercial broadcaster, ITV.

The corporate clearout, prompted by slumps in ad revenue and audience ratings, sees the departure of finance chief Henry Staunton and broadcasting division ceo Mick Desmond.

Desmond was responsible for programming and advertising sales. Ad revenues for the broadcaster's flagship channel ITV1 were down 3.5% in the first half of this year [WAMN: 08-Sept-05]. Audience share for the year so far has fallen 6%.

Desmond's role will be split. Simon Shaps, head of TV production arm Granada, will become head of television, and Ian McCulloch, chief operating officer of the broadcasting division, will be commercial director.

Ceo Charles Allen says the shake-up "will ensure that our primary focus is on the needs of viewers and advertisers both in the UK and internationally".

The broadcaster's latest digital channel ITV4, aimed at a "discerning male audience" aged 22-45, launches on November 1.

Data sourced from Financial Times Online; additional content by WARC staff