Earlier this year ITV Studios, which reps shows ranging from “Love Island” to “Schitt’s Creek,” revealed it was merging its global distribution and entertainment arms. On Tuesday afternoon, Ruth Be…
“I think we’re bringing together the formats and the finished programming businesses to create a singular multi-genre multi-brand multi-dimensional commercial business to the heart of the studio,” Berry explained.
Berry’s new role, she added, is to “to try and get my arms around all of that as much as I can and married up and align it to our buyers and the market and the needs and the trends and all of those things.” With such an array of hefty TV brands on the roster, including “The Voice” and “I’m a Celebrity, Get Me Out of Here!” Berry also expanded on how to reach new audiences as social media and the internet continues to chip away at linear and even streaming ratings. “I think we’ve learned an enormous amount actually from ‘Love Island,’ which sits largely in that 16-34 bracket,” Berry said. “Where those audiences are finding their content is not through EPGs, it’s definitely not through reading [U.K.
Examples of ITV Studios’ foray into non-traditional marketing and merchandising includes “The Voice” and “Hell’s Kitchen” experiences in the Metaverse and an “I’m a Celebrity” bushtucker trial on Fortnite. “I think we’re starting to look at how those brands live and breathe beyond the TV screen,” Berry said., had given the business a way to crack open the difficult natural history market. “For us as a distribution business accessing natural history has been quite tough,” Berry admitted.
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