The boss of Birminghambased ITV Central believes the broadcaster is well-placed to fight the battle with multichannel competition.
Managing director Ian Squires said he was confident the business had a sure and consistent offering to compete in the marketplace.
He spoke out as the company gets set to celebrate 50 years of independent broadcasting across the region with a major exhibition in the city.
Mr Squires said ITV Central has seen revenue rise by ten per cent in the first six months of the year and a new weekly current affairs format, Central Extra maintained a strong peak-time performance against BBC1, with its share for the slot up by four per cent.
The Birmingham Post asked him if ITV Central could win the fight for audience share and revenue in the face of an "icy blast" as the number of channels continues to increase.
Mr Squires highlighted the figures above and said the broadcaster was well placed.
He said: "When you ask of the icy blast, in many ways it has been coming since the advent of multi-channel TV, since the days of two, three, four or five and now 200 channels.
"The important thing is to have a sure, certain and consistent offering.
"One of the keys is to offer choice and balance and to know your viewers.
"We believe our viewers are confident in us."
ITV Central - in association with Birmingham City Council - is this week launching a free exhibition which commemorates 50 years of commercial broadcasting in the
region. The interactive display at the Museum and Art Gallery is called "From There to Here - 50 Years of ITV in the Midlands".
It aims to document the region's social history through a mix of archive footage, photographs and artefacts.
Exhibits will take the form of viewing areas which will be themed and will cover such areas as development, personalities, communities, industry, advertising - and of course major news stories that have been told by ITV over the last half a century.
Visitors will be able to see how the region has changed since the 1950s through material on the regeneration of Birmingham.
They will also be able to take a look at the personalities that have made an impact over the years and see a " backcatalogue" of old advertisements and promotional films as well as many more evocative and emotive images.
Mr Squires said: "The exhibition will also include a studio area where members of the public can experience firsthand what it is like to be a Central News presenter, with their image then projected on to on of the large screens in the gallery. " The exhibition starts on Thursday and runs until November 13.
Last week ITV nationally revealed pretax profit before goodwill amortisation and other items for the six months to June 30 of £205 million.
The half-year results, which include a £9 million gain from the sale of property, were 60 per cent higher than the yearago figure.
That was due mostly to the reduction in license fees that the company pays to the government.