ITV Plans to Expand Operations to Bring in More Viewers

ITV, Britain's largest commercial television broadcaster, said Tuesday it plans to expand its Internet and TV productions to bring in more viewers.

The company plans to double content revenue to 1.2 billion pounds ($2.4 billion; 1.76 billion euros) by 2012, ITV said in a statement.

"To achieve this we are implementing a content-led growth plan, built on ITV's creation and ownership of the U.K.'s most valuable programs," said Chairman Michael Grade. "Our plan enables us to sustain investment in original programs and content through self-funding."

The content division makes programs for ITV channels as well as overseas versions of shows such as "I'm A Celebrity... Get Me Out Of Here!"

ITV also wants its online revenues to increase to 150 million pounds (220 million euros; $304 million) by 2010, with at least 75% coming from display, video and classified ads.

ITV shares rose 1.3% to 112.7 pence ($2.28; 1.66 euros) on the London Stock Exchange.