Advanced Television

ITV: 20% catch-up by 2103

November 20, 2009

From Colin Mann in London

A senior executive at ITV has suggested that 20 per cent of viewing of its channels will be via 'catch-up' services in 2013, up from four per cent currently.

Carolyn Fairbairn, Director of Group Development and Strategy at the broadcaster told delegates at the Digital TV Summit that this would come from its ITV Player on as well as other platforms and PVR/VoD-enabled devices. “We need to be where our audiences are,” she said, suggesting that there was a good demand for 'middle tail' programming, and the challenge was to monetise this. “We're getting much more optimistic. We want to find new pots of new money.” She also revealed that ITV was “thinking very hard” about monetising the opportunity for viewers to preview 'next in series' episodes.

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