Ruth Berry, Managing Director, Global Distribution, Global Entertainment at ITV starred the mastermind keynote of the third day of the market at MIPTV 2023. The executive talked about her new role at the company and the prospection in front of it.
‘The new role is a multifaceted one and it was created to align ITV to the actual needs of the market addressing the changes in the TV Industry’, started the exec, who remarked that ITV has expanded its portfolio with global partnerships as well as developing local brands with many of those titles in their catalog having healthy longevity.
‘Some titles like Love Island have a very strong social media presence, meanwhile, other brands are exclusively designed for other environments, like the metaverse’, stressed.
Ruth also announced new series like My mum your dad, a dating show where kids watch their parents hook up; also Scared of the Dark, a game show where 8 celebrities have to do a silly task in the dark, and the acquisition of nature title series like Tiny world, Hostile planet, A year in planet earth, Animal, A bugs life, Hand made, The ascend, and Supernatural Patagonia.
In addition, she talked about the impact of next-generation technology: ‘Even more, the FAST channels and AVOD platforms are highlighting due having more than 900k hours of catalog at their disposal, these are big opportunities for ITV to grow, and it is a line of business that they didn’t expect before moving from a B2B model to a B2C business. Getting the data from the audience is new and very useful for ITV, not only for business but also for production and harvesting that data and using it for business at the moment it feels a bit like open a pandora box’, concluded.
