ITV CEO Carolyn McCall has revealed the company is considering launching a subscriber-led video on demand service.
McCall made the announcement while discussing ITV's latest earnings.
On a conference call she said ITV sees "an opportunity to build a subscriber video on demand service, so a streaming service, in the UK on the back of our brand, our content and significant cross-promotion capability."
"Our research has shown that UK consumers are willing to pay for high-quality British TV that they can watch on their terms ... without ads," she continued.
"There is a real demand for British, distinctive content. 92 of 100 top programs [in the U.K.] are British programs. There is a bit of a gap and a bit of a window. We have a strategic intention to do something more in this area."
McCall didn't say when the possible SVoD might launch, but that ITV is talking to "a range of different potential partners."
"What is fascinating in this market is how many subscriptions everybody is prepared to take," she said when asked how many subscriptions she thinks consumers are willing to take. "People are willing to pay for what they want and when they want it for convenience."