While ITV is under consideration, Sky and Channel 4 informed The Media Leader that they would not be accepting such ads.

The choice, immediacy and visuals of TV are at their peak, but manufacturers’ pursuit of advertising opportunities risks compromising the viewing experience and, in turn, this golden era. 

MTM research also found that churn rates remain a concern, with users reporting “content fatigue”.

ITV has begun looking at marketing older shows as part of a “fanning flames” strategy for ITVX — even if the flames originate from the success of rival broadcasters.

Ahead of Connected TV World Summit, speakers share their thoughts.

Highlights from the past year include an interview with Dame Carolyn McCall and why self-editing equals self-sabotage.

Revenue dipped 2% in 2023 to £4.26bn.

ITV is garnering praise for its domestic programming as it battles a tough TV market, while the BBC takes a more internationalist approach.

SVOD has reached a saturation point, presenting opportunity for linear TV as it continues to adapt and innovate.

Sale of its 50% stake could allow ITV to explore more licensing opportunities.