Advertisers survey ITV's new map.(Granada's acquisition of Independent Television)(Brief Article)

Once the aftershocks of Granada's acquisition of UN&M's TV interests have died down and ITV region ownership issues become clearer, advertisers will still have to deal with a reduced number of sales houses.

Granada's [pound]1.75bn purchase of United's ITV interests will dramatically alter the TV landscape in the UK and, crucially for advertisers, will change forever the way in which ITV airtime is sold.

The deal, due to be ratified by shareholders next month, will see the Meridian and Anglia franchises pooled with Granada's four existing franchises, Yorkshire, Tyne Tees, Granada and LWT, to give Granada access to some of the wealthiest audiences in the UK-55% of Meridian's audiences are ABC1s.

It is also likely to see the consolidation of ITV sales houses from three to two as TSMS, UN&M's …