ITV CEO Carolyn McCall has told the RTS digital conference that it will start to commission original programming for its AVoD platform ITV Hub, and has talked up co-production opportunities for its joint venture streamer BritBox.
McCall said ITV had “invested a lot in Hub” and added that 80 per cent of 16-34s in the UK were now registered, with 30 million people in total. “It is about making sure that we give them stuff on Hub that draws them back in, rather than just catch up.”
McCall said the broadcaster’s “evolving strategy” would “definitely” see it start commissioning shows primarily for Hub rather than for linear channels. “You’ll see commissioning geared towards that kind of Hub audience, eventually a lot more people will be watching on Hub – at the moment a lot of people still watch big screen TV, and they might keep doing that.”