Williams will be responsible for implementing a collaborative approach to commissioning ITV digital content across platforms as part of the broadcaster’s stated transformation strategy.
He will work closely with the ITV commissioning team and also help shape ITV’s digital consumer proposition in order to increase audience engagement.
ITV, to secure its future, needs to lessen reliance on traditional spot advertising and build its digital revenues while exploiting its properties across multiple platforms. It has restructured its sales team for greater integration across platforms and to help build ad revenues.
The company recently appointed BBC digital strategist James Micklethwait to the newly created role of director of product strategy and customer engagement His remit is to oversee online product strategy, audience research, web analytics, CRM, homepage management, innovation and strategic partnerships
Williams will report to Robin Pembrooke, managing director of ITV online and on demand and Peter Fincham, ITV director of television.
He joins ITV from the BBC where he is currently head of multiplatform production and production modernisation, BBC Vision.
Fincham says: “Whilst ITV’s programming is attracting record television audiences, our viewers are also consuming our content across a range of different platforms. I’m delighted that Richard will be working closely with the commissioning team to extend the reach of our programme brands in the digital world.”