ITV Local could develop its own version of CNN's interactive user-generated news site iReport to help bolster its news content.

Director of programming and content Lindsay Charlton told the Westminster Media Forum that he was a fan of the rolling news station's site and was interested in creating something similar for ITV.

CNN's iReport features more than 200,000 videos, stories and photos uploaded by users - featuring everything from weddings on virtual world site Second Life to snow falling in rural areas.

Once uploaded, CNN reporters can use the supplied footage in their own news reports.

Charlton said: “The quality and diversity of the reports on [-iReport] is terrific.

“There is increasing demand for user-generated, localised content and I believe that ITV Local can use this to help it become the indispensable local guide for UK families.”

Charlton has already unveiled plans to include “hyper-local” inform-ation for every postcode in the UK on the site, including Ofsted reports, local events, business listings, classified ads and reviews.