ITV, Britain's nearly-merged national TV network, is reportedly in talks with US media titans Disney and Viacom about a joint-venture digital TV channel for children. This would broadcast via one or both of the nation's multichannel platforms, BSkyB or Freeview.
ITV's post-merger strategy is to become a multichannel broadcaster and the partnership with Disney and Nickelodeon - a unit of Viacom - is a further step along the trail blazed by its spinoff ITV2.
News of the proposed partnerships has triggered much speculation as to whether it could herald a closer relationship with one or another of the US giants.
Viacom president/coo Mel Karrmazin has already let it be known he could be interested as long as no unduly arduous regulatory conditions are imposed on the betrothed couple.
Data sourced from: mad.co.uk; additional content by WARC staff