 Coronation Street is one of ITV's key shows |
Broadcaster ITV has said it was upbeat despite advertising revenues from its flagship channel falling by 9% in the first six moths of 2007. The figure was better than that reported in May, when it said that income was down by 9.6%.
"Returning stability" to TV advertising market had been important, chief operating officer John Cresswell said.
The firm added that closing much of its ITV Play quiz show business had seen income from that fall by about 67%.
ITV was among several broadcasters, including the BBC, caught up in scandal over premium rate phone-in competitions which apparently duped viewers.
The firm axed ITV Play in March, with some programmes still shown overnight on ITV1 and ITV2, cutting revenue to �9m.
The broadcaster said its flagship channel ITV was winning back market share among afternoon viewers and hailed shows such as Britain's Got Talent for success on weekends.
Digital revenues were also improving, it added.
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