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ITV has become one of the first major British companies to entirely phase out the billable hour as the broadcasting giant unveils its new roster of legal advisers.

Group legal director and general counsel Andrew Garard has cut ITV's advisers from almost 50 to nine, with each firm agreeing to use alterative billing methods.

Slaughter and May, Lovells, Addleshaw Goddard, DLA Piper, Olswang, Charles Russell and Goodman Derrick have all landed roles on the panel, with U.S. law firm Dewey & LeBoeuf and media boutique Wiggin also on the roster.

The firms have been appointed for a three-year term and will advise ITV on a range of legal matters. Some 46 of ITV's previous advisers were considered for the roster, with 16 firms included on the initial shortlist.

Garard told Legal Week: "None of the firms will bill us with reference to a measure of time on any matters. The pledge forms part of the agreement we have with the firms selected. As far as I am aware, we are the U.K.'s first major corporation to have such a panel. Hopefully people will sit up and take notice and other companies will follow suit."

Lovells ITV relationship partner Peter Watts said: "We always work with our clients to find new ways of working and new ways of thinking about our relationship. ITV is a very exciting client to work with and we hope to do much more with them in the future."

The news will come as a blow to Freshfields Bruckhaus Deringer, which had advised ITV on NTL's 5 billion pound takeover approach in November 2006 and on the purchase of Web site Friends Reunited in December 2005.

A Freshfields spokesperson said: "We had not worked with the new general counsel during his previous in-house roles and knew he had good relationships elsewhere. So when he arrived at ITV and announced a pitch process -- we expected change."

The announcement by a high-profile client that it is to break entirely with hourly charge-out rates will also be seen as symbolic at a time when some clients are pressing law firms to offer better value in response to current economic turmoil.