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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.