Mix of broadcaster’s shows to become available on VoD platform
Hundreds of hours of ITV programmes will soon be available to YouTube viewers as ITV has unveiled a distribution and commercial partnership with the video on demand service.
Joining YouTube’s partner programme, ITV’s commercial team will sell the full range of advertising opportunities around ITV and ITV Studios channels on YouTube. This includes content made by both ITV Studios and that commissioned by ITV from other production companies.
The partnership will work alongside ITV’s content sitting on ITVX as well as its channel portfolio with the ambition to maximise choice for viewers as well as reach and viewing opportunities. It means that full episodes and series of a mix of shows, including current programmes, will be available to view on YouTube.
As part of the deal, there will be genre-based channels including ITV News and ITV Sport alongside channels for ITV Daytime shows including This Morning and Loose Women as well as broader show specific offerings like Love Island and I’m A Celebrity Get Me Out Of Here!
It will also showcase programmes including Bandicoot’s The Masked Singer, reboots You Bet! And Bullseye and the soaps.
ITV will also be creating and developing additional clips compilations and fan content around its most popular brands tailored specifically for a YouTube audience, as well as seasonal uploads.
By joining the partnership programme, ITV is also able to sell the advertising around its produced and commissioned programming on the platform. The ITV commercial team will be selling advertising around ITV Studios’ channels in the UK.
It will also launch a dedicated YouTube sales team within the ITV commercial arm led by Abul Noor, who joins ITV from Channel 4 in a newly created position as head of YouTube sales with advertisers able to target their campaigns by various factors including programmes, genre, viewer demographic and device type.
Managing director of commercial at ITV Kelly Williams said that the partnership with YouTube “provides our advertisers with even more ways to engage with audiences in premium brand-safe content from the nation’s best loved TV shows, with a wide selection of targeting options.”
ITV’s managing director for media and entertainment Kevin Lygo said that the partnership is “part of our continuing strategic approach to maximise reach and viewing opportunities for audiences, wherever they choose to watch”.
YouTube’s managing director for UK and Ireland Alison Lomax said: “ITV is one of the UK’s most beloved TV broadcasters and is home to a hugely diverse range of content - from I’m A Celebrity to Bullseye. So we are thrilled to be strengthening our partnership, which will see hundreds of hours of programmes available on YouTube for the first time.”
No comments yet