During a conference in London, ITV CEO Carolyn McCall confirmed that the company is 'very much actively engaged' in discussions with Sky regarding a potential acquisition of ITV's media and entertainment (M&E) business. This unit encompasses ITV's free-to-air TV channels in the U.K. and its ITVX streaming platform. McCall clarified that ITV Studios would continue to operate independently even if the M&E arm is sold. She refrained from using the term 'shedding' to describe the potential sale, indicating a more strategic approach. With the FIFA World Cup approaching, ITV is looking to capitalize on audience engagement opportunities, including a new fan app designed to enhance viewer interaction. McCall highlighted the profitability of the M&E business, stating it is 'hugely cash-generative' and that ITV has optimized its operations to adapt to industry disruptions. The discussions with Sky were first disclosed in November, and ITV plans to update the market as talks progress.