It turns out the secret to running a successful commercial TV broadcasting business is to show programmes that lots and lots of people want to watch, and then sell ads against them. Who could have guessed?
Not, it seems, new ITV boss Adam Crozier, who said in August that "it is pretty obvious to me that being so reliant on one extremely volatile and declining source of income is not a healthy place for us to be in the long run." Or, to put it another way, while the secret to success as a TV broadcaster is showing programmes that lots and lots of people want to watch, the guy in charge at ITV isn't confident his business can consistently manage that. Now there's a comforting thought for the shareholders.