Viewers will not be made to pay for Coronation Street as ITV seeks new ways of making money, chief executive Adam Crozier has insisted.
Mr Crozier said that while the company was "developing a pay strategy", including charging for high-definition versions of ITV2, 3 and 4, it was likely that ITV1 would remain free.
The former Royal Mail and Football Association boss joined ITV in January, pledging to make the broadcaster "fit for purpose".
But he told BBC Radio 4's Today programme: "I can't envisage a situation where ITV1 is behind a pay wall.
"We are developing a pay strategy - we made our first move on to pay by launching HD versions for ITV2, 3 and 4 which will launch during the autumn on Sky.
"It's our first move into pay since I think ITV had On Digital at the turn of the century, but I don't see ITV1 being on pay, no."
And he added: "What we need to do is to turn the organisation round to get it fit for purpose and move it on and start competing in these new markets."