ITV have been doing regular PPV for the past couple of years, it clearly pays otherwise they would have binned it when everyone was complaining about Eubank and the WBSS.

They're not a subscription service, like SKY and BT, so have no-one to answer to, they're not invested in developing ANY British talent (like Sky).

Also ITV4 is fantastic for Snooker and Racing. The Snooker finals average around a million viewers for the finals alone (7-day events), Ronnie O'Sullivan beat that per match earlier in the year - and they advertise the shit out of their boxing events on those shows, constant adverts and constant plugs by the presenters, so imagine what the football shows do.