Market sources said that TV3, which was purchased by private equity firm Doughty Hanson in May in a deal that valued the station at 265m, might seek to replicate a deal it has to sell advertising "opt-outs" aimed at Irish viewers of digital channel LivingTV.

Setanta had been an early bidder for TV3, prompting speculation in some quarters that a more substantive tie-up might be on offer that could see Setanta Sports programming offered free-to-air, but this was downplayed by sources close to the station.

Separately, UTV made it known late last week that it would not pursue merger talks with Scottish Media Group (SMG), after making an initial approach in August. SMG reportedly rejected a plan that would have seen it holding 52% of a merged company. UTV this week reportedly got cold feet about SMG's exposure to declining audience figures for ITV.