ITV seems, from the outside looking in, to be in some sort of crisis. As a kid, ITV always seemed like a genuine contender to BBC One. They were The Big Two. The heavyweights that got all the big shows. However, for a while ITV has been skating the bottom of the pond. It's a channel that's needed to shape-up. Since a lot of us went multichannel, there's been ever decreasing reasons to tune in to Channel 3. Now, ITV is making huge cuts, making people redundant and selling assets. Is ITV going to disappear?

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Reading something in The Guardian earlier, the white flag doesn't seem to be going up just yet, but there does seem to be an air of desperation about the channel. There's been highly publicised ideas that ITV may be looking to merge with Channel 4 and Five, but in all honesty, I can't ever see that happening, as Channel 4 would no doubt have to give up it's share of the licence fee.

As much as I've been a vocal critic of ITV's shows, I certainly don't want it to disappear forever, but there's something about the current state of affairs that is niggling me, saying that the future could be pretty bleak for the broadcaster unless it does something pretty radical, and fast.

The BBC is mercifully pretty safe in the world of New Media, and they got on the whole 'internet thing' pretty sharpish, with iPlayer being a seriously good addition to the already vast service they offer in websites, news, radio and of course, four channels of television. However, ITV seem a bit slow on the uptake. I mean, only now are they looking to offload Friends Reunited, which virtually no-one used since the advent of Facebook et al.

I know there's different rules for the two broadcasters, but ITV seem to be clinging to the old way of doing things. People access information differently now. ITV seem to be very Trad. Arr. Media. Quite simply, if you don't make TV that's good enough, people have hundreds of other options. iPlayer will let you watch things you missed in listings clashes. There's various dubious aggregator sites where you can watch US television. Once, if there was nothing on the BBC, chances are, you would have watched whatever was on ITV. Now, you just don't have to bother with them at all.

As a result, ITV looks a bit lost and old fashioned. They're cutting 600 jobs as a result. Michael Grade, the executive chairman of ITV, has said the advertising market was "the most challenging I have experienced in over 30 years in UK broadcasting". The internet is slowly gobbling up the revenue they once had a stronghold over. I read somewhere that Google made as much advertising money as ITV. That article was 2 years old and it seems that ITV were too slow to react.

As magazines like Arena finally pack up and join the great waste paper basket in the sky, it seems that the internet is finally being taken seriously by advertisers, which of course, is great news for people like me and my colleagues. However, I'm not happy that it appears to be at the expense of something else. It looks like ITV are getting it in the neck at the minute.

So what next? Will ITV eventually vanish completely from our screens? Will it end up becoming a new satellite channel, surviving through contributions through subscriptions, or is their life in the canny old dog yet?

I'd honestly love to hear your thoughts on this readers (as you're collective much more knowledgeable than the collective 'we') so get stuck in, in the comments box.