Generator Consulting has been appointed by ITV to study how consumers use the broadcaster’s website. The appointment comes ahead of an overhaul of the site with a view to including more rich media content.
Generator, the digital strategy arm of i-Level, will provide insight and data on how people use the ITV.com site and will also carry out customer experience tests. The broadcaster plans to use the data to adapt the site to the changing needs and behaviours of its users.
ITV is planning to relaunch the site following the success of BBC iPlayer, an internet service that allows viewers to catch up on programmes from the previous seven days.
The new site is expected to build on the changes ITV made to the site last year, which included adding video streaming. Insiders suggest that ITV is seeking to exploit its football properties, such as the England friendly games and the FA Cup. It also expected to increase the level advertising on the site.
Last week, ITV promoted Lee Bartlett to managing director of ITV global content. He replaces Dawn Airey following her departure to Five earlier this year. Bartlett was previously chief operating officer of the division.