ITV Bosses Predict Post-Strike Commissioning “Blip” & Describe Generative AI As A “Co-Pilot” For Creatives
deadline.comITV boss Carolyn McCall has detailed the potential for a post-strike “blip” as commissioning conversations are restarted with U.S.
buyers, while the head of ITV Studios described generative AI as a “co-pilot for creatives.” Speaking after the publication of ITV’s full-year results, which saw profits tumble by 32% amidst a tricky ad market, McCall said a factor “never really talked about” in relation to last year’s months-long U.S.
labor strikes is that “commissioning conversations could not happen and we were not allowed to pitch ideas or discuss anything that would build a pipeline.” “This is never really talked about but is also quite an important factor in the market,” she said, adding that the more obvious impact of the strike physically delaying productions had been prominent in discussions.
Pressed on whether this could lead to a surge in commissioning from U.S. buyers, McCall said “we are saying this is a blip and permanent conversations will start filtering through.
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