ITV has allegedly indicated that it will be throwing its hat into the ring when Channel 4 is put up for sale by the government.
Earlier this month culture secretary Nadine Dorries announced that she is pressing ahead with plans to privatise the broadcaster, which is publicly-owned but commercially-funded without any subsidy from the taxpayer.
The news was met with widespread criticism from across the industry, but nevertheless some of the largest players are now mulling over whether to bid for Channel 4 when the process starts later this year.
According to The Telegraph, the UK's largest commercial broadcaster ITV has signalled its desire to put in a bid and has already taken advice on the issue from its main banker Credit Suisse.
US powerhouses Netflix, Amazon, Sky owner Comcast and Channel 5 owner Paramount are also expected to show interest, although the government could be minded to opt for ITV in order to create a new "super" UK commercial broadcaster which could challenge on the international market.
An industry source told the newspaper: "The best bet for the UK is that ITV and Channel 4 combine so the nation has one strong commercial public service broadcaster.
"A merger of ITV and Channel 4's streaming services would create a much more substantial player in the digital space. It would double in size and be classed as a proper contender to the Americans.
"Ultimately, it would ensure that there is another large party other than the BBC that would continue to make British programming."
ITV recently revealed plans to launch an ambitious new streaming service called ITVX this November.
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