John de Mol, head of the Dutch company - which also makes Deal Or No Deal - was reported to have said a tie-up `could make sense'.
ITV shares, which hit a record low last week on fears that the firm is facing a slump in advertising revenue, rose almost 12 per cent to 42.9p.
ITV has been reported to be in talks with a number of potential investors looking to buy some or all of BSkyB's controversial 17.9 per cent stake in the broadcaster.
Five owner RTL, Italian firm Mediaset, and several US broadcasters are said to have been in contact with ITV executive chairman Michael Grade.
BSkyB this week expects to hear the outcome of its appeal against a Competition Commission ruling that it must reduce the stake below 7.5 per cent.
If it loses the appeal, BSkyB may also sell the shares on the open market, or place them with institutional investors. Its £940m investment in November 2006 had fallen to just £273m.
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