In brief: ITV has signed a multi-year licensing deal with Paramount to air added content on its soon-to-launch streaming service ITVX.
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ITV has launched a campaign with sixteen different ads for its new streaming service ITVX after the streaming service began rolling-out on digital platforms yesterday.
At its annual ITV Palooza event, the commercial broadcaster unveiled tools which enhanced its targeting, matching and measuring capabilties.
ITV will become ITV1 again after nine years.
On the plus side, ITVX has been set a low bar for success, at least in terms of perception.