SeeSaw hopeful for more ITV content

SeeSaw, the online TV service from Arqiva, is hoping a change in senior management at ITV will enable it to include more of the broadcaster’s content on the site.

The service officially launched today with 3,000 hours of programming but so far has had to source ITV content, such as Doc Martin and Kingdom, directly from producers.

Platform controller John Keeling said he hoped to see a new digital strategy from the recently appointed chairman and chief executive of ITV. “The door is open – we’d love to talk to them,” he told new media age.

SeeSaw expects its programming hours to approximately double over the next six months. The service is initially being funded by 60-second pre-roll and mid-break ads from 17 advertisers, including Diageo, Kraft, Swiftcover and Weetabix.

By Easter, SeeSaw expects to be offering pay-per-view streaming services, but no prices have yet been disclosed. It’s also investigating subscription services, said Keeling.

Pierre-Jean Sebert, SeeSaw CEO, hailed the launch as a “watershed moment” in TV and said he wanted SeeSaw to become “a household name in entertainment online in this country” after a successful beta test involving 20,000 users.

He added that SeeSaw is in talks with set-top box and console manufacturers about carrying the service, and was looking at Canvas closely. “We hope to be capable of including SeeSaw on one of these new routes to market,” he said. However, Sebert said the service won’t offer movies.

SeeSaw has appointed ad agency Fallon to create a £5m campaign to promote the service.

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here