ITV today announced an expected than higher dividend this year after withholding
it since 2008. What was more interesting was the cut in its total debt by 72 % from 188 to 52 million. Considering future revenues from world cup advertisements and its popular shows like the x-Factor; ITV has positioned itself into a strategic advantage where profits can be used as a cushion in case an opportunity arise to buy out other frail broadcasters.

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