Carolyn McCall said that ITV stood down from the bidding as the company needed to sell enough liner advertising to justify the price.
Carolyn McCall, CEO of ITV, has revealed that the U.K. commercial public service broadcaster made a bid for rights to British teenager Emma Raducanu’s historic U.S. Open final win. Speaking at the Royal Television Society convention at Cambridge on Wednesday, McCall said that ITV finally stood down from the bidding war as the company needed to sell enough linear advertising to justify the price. Channel 4 won that particular battle and bought the tennis rights from Amazon Prime Video, with whom they shared the rights. “We know that that’s it’s a moment of TV – it’s fantastic ratings,” McCall said.
