Endemol Shine has been put up for sale by owners private equity firm Apollo and Twenty-First Century Fox Inc. (NASDAQ:FOXA).
Media reports said ITV had entered bidding for Endemol Shine, which is expected to fetch between US$2bn and US$4bn.
“In light of continued press speculation, ITV confirms that it has no current intention of making a bid for Endemol Shine Group,” ITV said.
At the interim results in July, ITV chief executive Carolyn McCall said the broadcaster would consider making “selective, value-creating mergers and acquisitions”. However, last month she was currently focusing on consolidating its previous producer acquisitions.
ITV shares gained 2.9% to 160.9p in late morning trading.