ITV: The team behind ITVX

ITV, a broadcaster, launched the ITVX streaming service in the UK to shift the brand from a safe-playing catch-up service to an entertainment destination and overtake competitors.

The challenge

One of the UK's most treasured brands, ITV, has been broadcasting content into our homes since 1955. Streaming some of the most iconic TV moments, from Royal weddings to World Cup nailbiters, we've proudly enriched our audience's lives with great content.

But accelerated by the pandemic, consideration of ITV had been in increasing decline. Known predominantly for live TV with a bolt on catch-up offering, our streaming competitors were rapidly outweighing us with their depth of content and quality of product. ITVHub was becoming increasingly not fit for purpose, and our audiences weren't shy in telling...

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