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.

On the plus side, ITVX has been set a low bar for success, at least in terms of perception.

ITV’s new streaming service ITVX will launch on 8 December, the broadcaster announced today.

Bringing back Big Brother could prove a smart move for ITV if it can create an overall package that bring back older viewers while capturing a new audience.

ITV has appointed Lynette Kewley to be director of commercial and propositions for its upcoming streaming service ITVX.

ITV’s new streaming service comes when the UK AVOD market is ripe for more competition. But the broadcaster needs to answer two important questions.

Will ITVX’s “futureproof plan” rival the likes of Disney+ and Netflix?

The content budget for ITV’s new streaming service will increase to £1.35bn as it prepares to launch before the World Cup in November.

ITV has announced it will launch the UK’s first integrated advertising and subscription-funded platform later this year.

The broadcaster maintained full-year guidance after the FIFA Men’s World Cup boost advertising, although less healthy foods regulation cut revenue by £20m.