UK broadcaster ITV said today it would not bid for Endemol Shine, the Netherlands-based production company put on the block by owners private equity firm Apollo and Twenty-First Century Fox.
Reports in the Sunday Times and the Telegraph have linked ITV to the maker of "Big Brother" and "Masterchef".
However ITV chief executive Carolyn McCall said last month she was focusing on consolidating its previous producer acquisitions.
"In light of continued press speculation, ITV confirms that it has no current intention of making a bid for Endemol Shine Group," it said.
ITV's shares jumped more than 3% after it confirmed it would not be bidding for the production company, which reports have said could fetch between $2 billion and $4 billion.
