Factual TV is a massively important part of the television mix.

At ITV, we pride ourselves as the home of popular culture. Our Factual output is united by a sense of scale, breadth and an infectious curiosity. At their best these programmes are both entertaining and thought provoking. They can tell the stories of our time in an intelligent and accessible way, connecting viewers with people and on occasion issues, that they would not normally come across.

We set out to explore how viewers perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters. We created 12 future facing territories for programme makers and broadcasters to consider. Each territory encompassed a range of possible subjects and formats, for what really hooks in viewers.

This project was conducted by ITV and Hope And Anchor research. This was based on very detailed BARB review of the genre. We then conducted in-depth qualitative research in four locations across the UK, plus semiotics.