new ceo carolyn mccall is aiming for a strategic refresh of the business. from enders analysis is here to tell us what that might mean. she called it a strategic refresh but that is tough for advertising right now in the market? they announced net advertising revenue was down 5%, in line with guidance, and what has been happening in the market, the market trend, unsurprising in that regard. the last five years has seen itv moving away height quickly from a model thatis away height quickly from a model that is based entirely upon advertising revenue and towards one which gets increasingly upwards of 50% now in their production capabilities. they are protecting themselves from the ups and downs of themselves from the ups and downs of the advertising market. carolyn mccall came in from ryanair, a lot of hope split on her shoulders. can she turn things around?” of hope split on her shoulders. can she turn things around? i think she has to worry about the ingress of tech giants into the tv advertising space. she has been championing television as a safe and mass