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After several months without a chief executive Zakaria Bakkali Belgium Jersey , ITV has handed the reigns over to 46-year-old Royal Mail boss, Adam Crozier. Television networks have suffered during the downturn, putting pressure on industry leaders to enhance viewer and advertising interest whilst adapting to new media trends. With no broadcasting experience, will Adam Crozier succeed in modernising the established ITV?

Chant茅l du Plooy finds out why chairman Archie Norman chose Crozier and what the new chief executive's challenges will be.

Driving ITV forward
Britain's media industry is currently proliferated with digital channels and online TV. This new trend in the sector intensifies the job of free-to-air commercial broadcasters to attract viewers and to keep them.

During the last decade Yannick Carrasco Belgium Jersey , the network endured extreme lows. With the media industry changing almost overnight, ITV wasted time and resources on mistaken opportunities like OnDigital and FriendsReunited. This was made even worse by an advertising recession.

Michael Grade, former ITV executive chairman failed to meet the high targets he set in 2007. Objectives included 拢150m in revenue from online sales by 2010 which he then extended to 2012.

Last April, Grade's decision to act as non-executive chairman provoked an eight-month search for a suitable chief executive. However Toby Alderweireld Belgium Jersey , pressure from the board led to Grade departing the company altogether, leaving ITV with two vacant driving seats.

In November, Archie Norman, ex-Asda boss who is renowned for saving ailing companies Thomas Vermaelen Belgium Jersey , was appointed as chairman.

After necessary cost cutting measures and the introduction of knock-out programmes such as Britain's Got Talent and The X Factor, ITV ratings improved and advertising interest increased. As a result, Norman could focus on the most important thing the company needed: another visionary at its helm.

"We've already got a disproportionate number of star broadcasters. We need someone who will bring this company together and drive it forward," he told The Independent.

Enter Adam Crozier.

"Steely resolve"

After completing his studies in business organisation at Heriot-Watt University Thomas Meunier Belgium Jersey , Crozier sold Pedigree pet food at Mars UK. He moved on to selling advertising at Telegraph Newspapers before becoming joint UK chief executive at global advertising agency Saatchi & Saatchi.

Between 2000 and 2002, Crozier restructured the conventional Football Association (FA). He lifted eyebrows by appointing Sven-G枚ran Eriksson, the first ever foreigner to manage and coach England's team; secured funding for the Wembley stadium; and doubled the FA's turnover.

In 2003, Crozier joined Royal Mail. During his six years at the group Thibaut Courtois Belgium Jersey , Crozier managed to transform a company that lost 拢1m per day into one that made 拢1m per day.

Unfortunately, modernisation meant cutting jobs and overworking staff which in turn lead to the much-publicised national strikes. Crozier showed exceptional negotiating talents through union talks, but while government was planning to part-privatise and eventually privatise the group, Crozier decided to seek greener pastures.

According to The Guardian Sven Kums Belgium Jersey , ITV searched long and hard for their new chief executive, but Crozier was Norman's first choice. Crozier's personified leadership skills impressed the newly appointed chairman and Norman felt he also embodied "the steely resolve" that ITV needed.

Rising to the challenge
There are also sceptics who can't see Crozier achieving success in a broadcasting role.

One senior media sector banker expressed his fears to The Independent:

"The view is that he is a lucky devil, slipping from one slightly mixed bag to another. ITV is back to a cabaret act with Archie and Adam, but neither have media experience - when you'd think ITV would have played it straight with a media person."

Although the concerns are valid Simon Mignolet Belgium Jersey , Norman has made it perfectly clear that ITV doesn't need a programming expert. Rather, it requires someone to transform the entire company.

Crozier won't slash costs or shed jobs, but he will need to reorganise ownership of hits like The X Factor or negotiate online money making rights. The new ITV chief executive will also have to boost advertising revenues through preventing talents like Peter Fincham to move to independents.

However, Crozier's biggest challenge will be to revolutionise ITV so it becomes a serious contender in the multimedia arena. With regards to his new workload and all the challenges that lie ahead of him Romelu Lukaku Belgium Jersey , Crozier remains confident.

"The entire media sector is going through enormous change and that presents both great opportunities and significant challenges for everyone in the industry," he told BBC News.

"The objective for ITV is to rise to those challenges and put itself at the forefront of change. I am very much looking forward to working with the people at ITV and leading the transformation ahead."

Only time will tell if Adam Crozier will be able to drive ITV in the right direction. One thing is for sure: his trials and tribulations will be broadcast for all to see.
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