ITV Content Boss Kevin Lygo has conceded the public will “take a while to find, understand and fall in love with” new free streamer ITVX, which launches today with a quartet of new dramas and £160M ($194M) cash injection.
ITV unveiled the heavily-revamped version of VoD player ITV Hub almost one year ago and it is replete with thousands of hours of content, while viewers can also pay for BritBox – the British streaming venture that is now solely owned by the commercial pubcaster – as an add-on.
While “hopefully everyone in the TV industry” understands ITVX, Lygo told Deadline it could “take a while for the people who like to watch ‘tele’ to find it, understand it and fall in love with it.” “What we’ve got to do is make the public realize that this is a proper streamer like iPlayer or Netflix,” said Lygo. “This is now a destination product with a myriad of shows – some you will be familiar with and some you won’t.
We’ve got a great advantage because everyone knows what ITV is but now we’ve stuck an X on the end.” ITV is in the midst of an ITVX “marketing blitz,” he added, helped by the millions of viewers tuning in daily to watch Qatar 2022 World Cup coverage and the recent series of I’m a Celebrity … Get Me Out of Here!.
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