ITV pitches TV’s ‘enduring resilience’ to marketers

Top executives from ITV have told advertisers not to be distracted by emerging media formats, such as VOD services, and remember the core reasons consumers watch TV at an event in London today (7 November), where they also took the opportunity to question the sustainability of emerging challengers such as Netflix.

ITV

Speaking on a panel session during at Mindshare’s future-gazing ”Huddle” event, executives from ITV’s programming and commercial teams reminded assorted marketers that although the broadcaster welcomed emerging trends, such as dual-screening, the main thing that gathered audiences looking for a “shared experience” was quality content.

Peter Fincham, ITV’s director of Television, said: “As you have more fragmentation and more choice [from VOD services like YouTube and iPlayer] the more you find audiences looking around for where they can find shared experiences.

“When YouTube arrived in a rush and we all thought we’d be watching cats slipping on banana skins, we couldn’t have been more wrong. People still want the proper stuff: [programming].

“Over the last ten years, the most remarkable thing has been the resilience of mainstream television.”

When quizzed on the emerging challenge of online platforms, Fincham questioned the “sustainability” of Netflix’s practice, alleging it does not share its viewing figures.

He said: “Netflix is the shiny new thing and clearly a challenger, but their calling card is the most conventional thing ever, and that’s a 12-part drama [House of Cards], which is a remake of a BBC drama from the 1990s.”

He went on to say: “I don’t see how they can sustain their strategy of not disclosing viewing numbers.

“In a world of disclosure and transparency, I don’t know how long that strategy is going to work.”

Also on the panel was Fru Hazlitt, ITV, managing director of commercial, online and interactive, who also urged marketers to be platform-agnostic when approaching their marketing strategies.

She said: “The technology has too loud a voice, it should be about how we’re going to use it to get people not to switch off to the message that we try to put across.

“Yes, it’s about using the technology but it’s also about remembering what galvanises people to buy things.”

When quizzed on how traditional broadcasters would monetise content in future given the emergence of trends such as dual-screening, she attempted to assure advertisers ITV would evolve with emerging consumer habits.

She added: “Our job is to create content, and then think of how to monetise that in a way that is right for the time.”

ITV’s comments came just a day after Channel 4 launched a new short form video hub 4Shorts and unveiled research to display the effectiveness of its video on demnad service 4oD.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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