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ITV announced today that before the end of 2009 Michael Grade will step down as Chief Executive, becoming instead non-executive chairman of the group. Whilst not directly on-topic for Digital Content, the move does open the door for a significant indication of ITV's future intentions. Grade perhaps looks a little 'old media' for a company that has its eye firmly set on the expanding video markets in the digital and online spaces. If the next Chief Exec is a new media face (and there's talk of a few Google senior execs being in the picture) it will confirm the important of this sector to the company.

On the other hand, a more traditional media face might represent the notion that ITV will retrench as a solid, traditional media broadcaster and creator, seeking to establish itself firmly as a go-to brand for great content. Albeit one that will push strongly for product placement to feature in its commercial mix. In a sense, it's a little stuck-in-the-middle right now, so some clarity would be a good thing.

Some suggest that he was pushed out simply because his predictions - and his planning - hasn't worked out great for the company. I rather doubt this - and I don't think the City would be happy if this had happened with no names in the hat to replace him. I expect will hear sooner rather than later, if only through 'leaks', so that it isn't up in the air.

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Michael Grade (in his capacity as executive chairman of ITV) has called for better signposting for online TV. According to Broadcast viewers don't understand what they're getting themselves in for online, as they do with the clear watershed on linear TV.

I'm pleased to see him talking about content identification - and a viewer's trust in the broadcasters to make these calls - as part of the content provider's value. We too often set up false competitions between broadcasters trying to be cutting edge, and the boring editorial policy department telling them they can't be. Far from it, the reason to have editorial policy is so that we can identify boundaries, and when we need to alert viewers to difficult content, precisely so that brave decisions can be made, and content that is too shocking for children can be produced in the knowledge that adults will be able to choose to watch it.