About ITV

We remain focused on our original vision for ITV as an owner, producer and broadcaster of content.

Our strategy

We are confident that our strategy to maximise our value as an integrated producer broadcaster, creating owning and distributing content around the world, is the right long-term path for ITV.

Our strategy

Our strategy is focused on three key priorities:

maximising audience and revenue share from free‑to-air broadcast and VOD business

growing an international content business

building a global pay and distribution business

Sources of competitive advantage


Our channels reach around 80% of the television owning population each week

The UK’s biggest marketing platform delivering unrivalled commercial audiences

The scale of our channels and the significant investment we make in quality content gives ITV unique scale and reach on our main channel and more targeted audiences on our family of channels and the ITV Hub.


We invest over £1bn annually in content for our family of channels

World-class content

At the core of ITV is our focus on creativity and content, whether selling unique content around the world or investing in third-party content to broadcast across multiple platforms. Internationally we have built production and distribution scale in key global creative markets through organic growth and selective acquisitions.


Hours of television and film content

Global distribution

ITV has built relationships globally, with major networks and local broadcasters, and owns the rights to a diverse portfolio of shows, particularly drama and entertainment, for international distribution.

Strategic assets

Our strategic assets underpin ITV’s competitive advantage

Creating and owning the rights to quality content


Our strong brand

Our talented, creative people

Our diversified revenue streams

By developing and retaining the rights to content, ITV is able to maximise the value of its programme brands across a range of revenue streams, making ITV a more balanced business and enabling it to drive value from different revenue models.


growth in total revenue derived from sources other than traditional spot television advertising

Our family of channels and the ITV Hub drive significant advertising revenues from the mass audiences and more targeted demographics it delivers, which funds our investment in the programme budget.

Commercial partnerships
We work with advertisers and advertising agencies to provide unique commercial partnerships and sponsorship opportunities that extend beyond pure spot advertising.

Pay & Interactive
We earn pay revenues primarily from licensing our HD channels, our pay channel ITV Encore and our online video on demand (VOD) services. In the first half of 2017 we are launching a joint venture (JV) with the BBC, BritBox US, a SVOD service offering the best of British television. We also monetise our consumer interaction with our biggest shows through competitions and voting.

Original production
We produce original content commissions for broadcasters and platform owners internationally from our production bases in the UK, the US, the Netherlands, Germany, France, Australia and the Nordics.

Distribution revenues
We own the rights to a significant catalogue of programmes and formats which we sell and license to broadcasters internationally. The strong global demand for content provides a significant opportunity for us.

Creating value

For advertisers

For advertisers

Through delivering unique scale and breadth of demographics and new innovative ways of engaging with consumers around quality programme brands.


For audiences

For audiences

Through a varied, high-quality programming schedule.


For broadcasters & platform owners

For broadcasters & platform owners

Through delivering quality programming which they can then monetise through their own business models.


For shareholders

For shareholders

Through a track record of creating shareholder value and delivering significant shareholder returns.


For our people

For our people

Investing in and developing our creative, on screen, commercial and operational talent.