Speaking at the Royal Television Society Cambridge Convention 2019, Carolyn McCall, CEO ITV, has suggested the commercial PSB will be increasingly digital-led as it responds to shifting viewing habits, developments in technology and the rapidly evolving competitive landscape which are having a fundamental impact on the TV industry.
Delivering a keynote speech in a discussion on ‘Content, Consumers and Everything In Between’, McCall told delegates that ITV’s new strategy – More Than TV – was focused on creating a stronger, more diversified and structurally-sound business.
“This will allow ITV to take advantage of these evolving viewing and advertising opportunities,” she suggested, adding that the broadcaster’s purpose was very clear: “To connect with millions of people every day; To make content they can’t get enough of, and to reflect and shape the world they live in.”
“We do that through the power of our creativity,” she asserted. “This means we will increasingly be a digitally-led entertainment and media company that creates and brings our brilliant content to audiences wherever, whenever and however they choose.”