#IBC2022


ITV REVEALS PLANS TO REVOLUTIONISE STREAMING BY COLBY RAMSEY


agchee reealed that the


The IBC Conference audience listened attentively as ITV Chief roduct ffi cer eep agchee outlined the broadcasters plans to supercharge streaming with a redesigned ondemand serice. hile  has seen huge


growth in the  and A usage remains strong there has been a downshift in some segments of the market as the cost of liing crisis takes hold. he interesting thing is that lie is still uite strong said agchee. hats how we landed on  which will merge all of our serices into a new proposition a new brand and a new content offering.   slated for launch later this year  will be a twotiered serice. argely Aled it will also feature an  serice that incorporates  ub and ritox subscribers.


broadcaster plans to add thousands of hours of exclusive content to the new platform e want to moe from being a catchup serice to becoming a destination for discovery and a true streamer he said. or most the app or serice theyre already using will automatically upgrade to  with all their account settings currently watching and recommendations staying the same.


agchee went on to highlight the important role that A has to play in the linear space A gies us the opportunity to experiment with channels and see how theyre doing on streaming platforms which gies us a lot more fl exibility when it comes to learning about user behaiour he said.


 has been focusing on agile ways of working crossfunctionally


Bagchee: ‘We want to move from being a catchup service to becoming a destination for discovery and a true streamer’


to oercome challenges such as digital transformation and harnessing ecosystem partnerships. ts all about how you get teams working together to create that enironment he added. or  we need to establish


WHAT IS THE FUTURE OF LINEAR TV? BY TIM DAMS


inear channels will continue to exist in years to come but will increasingly be deliered by streaming platforms a uture of inear  onference session concluded yesterday. he panel noted that linear TV continues to offer audiences shared experiences in realtime pointing out that millions of iewers around the world tuned into  news channels on uesday for information about the death of ueen lizabeth . oweer oderator arion anchet ounder  anaging irector of he ocal Act onsultancy cited recent mdia research which showed that linear  iewing time decreased in all markets in  while streaming grew in all markets. n particular younger iewers are turning away from linear channels at a much faster rate than older generations. m a fi rm belieer that


streaming will be the mothership


how we carry out audience deelopment and potentially how we can bring the  experience into the metaerse. eryones trying to fi gure out how we can bring our brands into the conversation in these new places.


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(L-R): Robert Andrae, Google TV; Maxime Carboni, Euronews Group; Benjamin Rosenberg, BBC; Archana Anand, Zee5 Global; Marion Ranchet, The Local Act Consultancy


and eerything else will be a subset of streaming said ee lobal hief usiness ffi cer Archana Anand. inear in many ways can sit within streaming and a consumer who chooses to watch lie or appointment iewing can still get it ia streaming.


he said that it would only be a matter of time before the personalisation packaging and pricing of streamers attracted the older generation.


obert Andrae oogle 


artnerships ead edia  ntertainment A said e are ery much committed to enable lie  as a serice which is blending in with  oer time so that you basically get the best of both his is what makes a great connected  experience. axime arboni irector of orldwide istribution at uronews roup explained how the rancebased news network had expanded the global reach of its live TV channel by launching as a A channel on


multiple streaming platforms such as luto and oku. enamin osenberg ead of istribution arriage artnerships at the  stressed that the corporation stroe to reach audiences whereer they are  on linear and online. ur strategy does need to take into account the trend away from traditional broadcast. ut we dont iew that as a bad thing e can build on the existing linear experience that they know and loe to offer them a whole lot more.


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