ITV is to move into pay TV with the launch of high-definition versions of ITV2, ITV3 and ITV4 that will only be available on Sky.

Part of the management’s five year Transformation Plan for the broadcaster, the channels will be available to Sky+HD subscribers in autumn, starting with ITV2 HD in October.

“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,” said ITV chief executive Adam Crozier.

"We have made swift progress in putting together a very strong management team fully focused on delivering a lean ITV that can create world class content, executed across multiple platforms and sold around the world.

"Over time we expect to move to a position whereby half of ITV's revenue base will be derived from non-television advertising sources.”