ITV Studios’ Distribution Boss Ruth Berry Sets Out New Division Strategy
K.J. Yossman Earlier this year ITV Studios, which reps shows ranging from “Love Island” to “Schitt’s Creek,” revealed it was merging its global distribution and entertainment arms. On Tuesday afternoon, Ruth Berry, the woman who was appointed to lead the now joint arms, set out the strategy behind the move during a keynote discussion at Mip TV in Cannes. “I think we’re bringing together the formats and the finished programming businesses to create a singular multi-genre multi-brand multi-dimensional commercial business to the heart of the studio,” Berry explained. “Be that deficit financing and licencing rights to brilliant scripted slates, rolling out new formats like ‘My Mum, Your Dad’ and ‘Scared of the Dark,’ merchandising ‘Schitts Creek’ products, selling ‘Love Island’ water bottles, moving into the Metaverse, you know, all these things, having them in one place.”