Commercial broadcaster ITV is removing the password login from its streaming service ITVX.
Instead, viewers will be able to log in via Google, Apple and other ‘magic link’ sign-ins.
The change will happen in time for this summer’s FIFA World Cup, when the broadcaster wants to remove app friction for households that have not used ITVX for a long time.
Jane Stiller, chief viewing officer at ITV (above, right), told the DTG Summit earlier this month: “This is a first for the UK. The password is going, and it won’t come back after the World Cup.”
The new log-in arrangements will not impact viewer profiles or diminish the broadcaster’s first-party data or its ability to use targeted advertising on ITVX.
ITV will also introduce a match companion app for the tournament, which can be launched from an on-screen QR code within the broadcast or ITVX linear feed.
The vertical format app content will include real-time match data, clips, punditry, and gossip. There will also be quizzes and gamification.
The companion app will also promote other ITV content, and it will be sponsored.
Stiller outlined how ITV will use the FIFA World Cup to tempt new or light ITVX viewers to keep using the service after the tournament.
One tactic is to present content recommendations at the bottom of the screen when someone presses pause, allowing viewers to bookmark the suggestions for later.
A challenge is how to present relevant show recommendations to light viewers (where previous viewing history is limited). Without offering details on the solution, Stiller said this was a key part of the pre-tournament preparations for the user experience.
The broadcaster is determined to capitalise on the FIFA World Cup as a shared national event and wants to appeal to casual sports fans who want to be part of water cooler conversations.
Talent sweepstake
To broaden its reach, ITV will launch a marketing campaign called ‘All in on ITV.’ As part of this, ITV talent will take part in a ‘sweepstake’ in which each star is assigned a nation to support.
The talent sweepstake will be used to generate interest in games that, on paper, look less exciting – which is a response to a larger-than-ever tournament featuring 48 teams.
“The World Cup is huge, so we want to get people invested in every part of it,” Stiller explained.
“We want to appeal to the people who might be undecided on whether they are going to commit. We want to nudge them into following.”
ITV is also doubling down on its partnership with YouTube during the five-week tournament, “putting lots of content on the platform.” That is part of a broader strategy to expand distribution beyond owned-and-operated properties.
Asked about the broadcaster’s attitude to YouTube generally, Stiller said: “My job is representing the viewer within the organisation and making sure our content is in front of as many people as possible.
“It is important to be where people are, providing this works for us commercially.
“Coca-Cola worked to the principle that its product should always be within an arm’s reach of any consumer. It was always about distribution as well as brand.
“We must make sure we are where our viewers are.”
