ITV is set to take its high-definition (HD) television content global with the help of Sky broadband TV.
The former terrestrial broadcaster will make HD versions of its ITV1, ITV2, and ITV4 channels available via Sky broadband TV in autumn of this year.
According to industry experts, ITV's decision to make its content available on multiple platforms - including via broadband internet - is part of a long-term strategy that will see it reduce its reliance on standard advertising models.
Adam Crozier, chief executive officer of ITV, said: "For the past decade ITV has not faced up to the challenges presented by the rise of internet-based platforms, the continuing growth of pay-TV and subscription services and the globalisation of content."
He added that in the future ITV will draw the majority of its revenue from non-television advertising; a move exemplified by the pay TV deal struck up with broadband provider Sky.
Sky TV and broadband packages recently struck up a deal with Home Box Office (HBO) which will see the former broadcast exclusive HBO content.