Exceeding expectations, ailing terrestrial pay-TV platform ITV Digital added 46,000 new subscribers to its service in the fourth quarter, bringing the total to 1.263 million.
Such growth follows a popular marketing campaign featuring a puppet monkey from high-profile creative shop Mother. However, the platform is still some way behind satellite rival BSkyB, which recently announced its subscriber base had increased by 218,000 in Q4 to 5.7m [WAMN: 08-Feb-02].
ITV Digital, co-owned by Granada Media and Carlton Communications, also announced it is shedding 600 jobs, around 25% of its peak workforce. Most of the redundancies have already been achieved voluntarily, the group declared.
Churn for the fourth quarter stood at 24.9%, within the platform’s predicted range, while recently introduced price rises should boost average revenues per subscriber by about £25. It has also increased penetration of the pubs and clubs market to around 20%.
Data sourced from: BrandRepublic (UK); additional content by WARC staff