UTV is the Northern Irish equivalent of ITV, broadcasting a combination of local shows and ITV programs such as the soap opera Coronation Street.

A number of Britain’s best-known TV personalities began their careers on UTV, notably the Sky News anchor Eamonn Holmes who started in 1979 by hosting a programme on farming. But there is uncertainty about whether the channel it launched in January this year in the Republic, UTV Ireland, will be included in the deal.

UTV said in June that its Irish TV venture, UTV Ireland, would make larger losses than previously expected as audience growth stalled. TV3 owner Liberty Global – billionaire John Malone’s media business – has a 10pc stake in ITV.

Yesterday, UTV Media – one of just three listed companies in the province – refused to comment when asked about the deal.

A spokesman for ITV trotted out exactly the same line.

UTV has nine radio stations in Ireland and 13 radio stations in the United Kingdom with a further four launching on DAB next year.

Radio and television broadcaster UTV Media Plc said on Monday that it was in discussions for a potential sale of its television assets.