Unlike the BBC ITV does not receive anything from the Television Tax (aka TV Licensing). It makes its money from advertising so the advertisers to a certain extent dictate the programming. Advertising slots on top programmes like Corrie are the most expensive because advertisers know the majority of the population is watching them so they are prepared to pay a premium to advertise at these times.
The BBC are guaranteed their income from the Television Tax and can therefore justify huge salaries to so called stars like Jonathan Woss without worrying about making a profit.
Love many, trust few, always paddle your own canoe