Granada could be prepared to accept the sale of ITV's advertising sales houses if it means winning approval from the British government for its high-profile merger with Carlton.
The pair's merger hopes rest with Trade and Industry Secretary Ms Patricia Hewitt who is expected to deliver her verdict next month following a review of recommendations made by the Competition Commission.
Granada chairman Mr Charles Allen said he would have to look "very carefully" at selling both companies' advertising units to see if the £4 billion sterling deal would work.
Granada and Carlton have previously resisted the idea of divesting sales houses, despite fears among rival broadcasters and advertisers they would have too much power if allowed to merge. Together, the companies control 52 per cent of the ITV advertising market.
Analysts have warned that Carlton and Granada, which together control 12 of the 15 ITV franchises, would abandon their proposed merger if they were forced to sell their advertising sales houses.
Competition watchdogs have also suggested other remedies to the deal, including stopping the network from charging high advertising fees for programmes with declining audiences.
Despite the potential concessions and risk of the tie-up being abandoned, Mr Allen said a closer relationship with Carlton would still be important.
Under the planned merger arrangements Mr Allen would become chief executive of the single ITV with Carlton counterpart Mr Michael Green as chairman.
PA