One more thing:Channel 6 is believed to be in talks with TV3 about using the Ballymount-based broadcaster's advertising sales house in a bid to boost its flagging advertising revenues.

At present, Channel 6 employs its own in-house advertising sales team. Outsourcing this function to TV3 would both cut its cost base and potentially enhance its revenues.

TV3, which is owned by private equity group Doughty Hanson, is keen to build up its advertising sales business.

The company already sells advertising in the Irish market for Living TV, a UK general entertainment channel that is carried as part of cable operator NTL's basic package of stations. Living TV is believed to be generating advertising revenues here of more than €4 million annually.

TV3 is also rumoured to be in talks with UKTV Gold and UKTV G2 about selling opt-out advertisements for the Irish market on their behalf. UKTV and Living TV have a common owner in Virgin Media.

Channel 6 was founded by former advertising executive Pat Donnelly and TV3 employee Michael Murphy (both shown right) but has failed to shine since its launch about 18 months ago. No revenue figures are available but leading advertising agencies here estimate them at about €2 million a year, while its cost base would be running well ahead of that figure.

The company is believed to be seeking €4 million to €5 million in funding from investors to keep the show on the road.

Switching its advertising sales function to TV3 could represent a significant step on the road to profitability.