Sunday, December 06, 2009
ITV as a brand
How we experience television is changing very rapidly and those who do not not embrace the change risk being left behind.
I recently submitted the final piece of work for my long running effort to achieve an MBA, it was a study that focused on how ITV may have damaged the "ITV Brand" by its pursuit of cash through the ITV Play adventure, somewhat surprisingly I came to the conclusion that no serious damage had been done.
My survey and research provided evidence that ITV was a strong brand and I personally felt at the time of my research that ITV did not leverage the brand to maximum effect.
Of late ITV (ITV 1 at least) has I believe improved its proposition with the use of mass audience fodder such as 'X factor' and Hell's kitchen; such programmes as well as attracting audience help to strengthen the proposition that ITV offers - the branding has correspondingly improved with junctions exploiting the programme relationship. Much of the credit for the improvement must rest with Rupert Howell who has given the lead there.
Now as ITV post Grade looks for a future less reliant on advertising it needs to direct attention at the 'partner channels' (ITV 2, 3, 4 along with CITV) and to make a big splash with either Hulu or Youtube.
As well as a broadcaster it is and has been for some time a formidable content producer the question of how this fits into delivering advertising to audiences (or is that the other way round?) is a question that has no easy answer.