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The cable television, broadband, telephone and mobile phone group revealed that it has contacted the terrestrial broadcaster to advise it of its 'interest in exploring a possible combination transaction', after the Guardian broke news of talks between the two companies.

'This process is at a very preliminary stage and there is no assurance that these discussions will lead to any offer being made for ITV,' NTL said.

ITV said that in the interests of its shareholders it is willing to listen to any legitimate proposal,

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but said that the two companies had not met, nor had any offer been made.

NTL this week revealed increased losses of £96 million after it lost 37,300 customers in the quarter. This was put down to increased competition in the broadband market from ADSL providers, including its main rival in the pay-TV market, BSkyB.

NTL Telewest announced on Wednesday that from early next year it would be rebranded as Virgin Media, following its acquisition of Virgin Mobile earlier this year.

Analysts told The Guardian that the attempt to purchase of ITV may therefore be premature.

'We would be surprised to see a friendly takeover bid from NTL Telewest at this stage, as the integration of the two companies [NTL and Telewest] is still not complete and neither is the recent acquisition of Virgin Mobile,' said Jesper Jensen, an analyst at finance firm Cazenove.