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Our Purpose, Vision and More Than TV Strategy
Our purpose is to entertain and connect with millions of people in the UK and globally, reflecting and shaping culture and building brands with brilliant content and creativity.
This is aligned to our 2026 strategic vision, to be a leader in UK advertiser-funded streaming and an expanding global force in content.
Our Social Purpose strategy is an integral part of delivering our purpose and our strategic vision. See our Social Purpose website for further details
We are focussed on three strategic pillars to deliver this vision:
- Expand Studios
- Supercharge Streaming
- Optimise Broadcast
These pillars are underpinned by a number of priorities to ensure that ITV is best placed to capitalise on the opportunities presented by the rapidly changing viewing, content production and advertising environments. These pillars are not independent, they work together – reinforcing each other, creating synergies and delivering value.
To support the successful delivery of the strategy, we have key performance indicators (KPIs) and related targets to be delivered by 2026 which we are on track to deliver. The key to successfully delivering this strategy is digitally transforming everything we do.
The successful execution of our strategy to date has made ITV more robust. ITV has a leading, scaled, global Studios business, a high growth Streaming service and a cash generative linear advertising business. This ensures that we are well placed to grow profits from here as we continue to drive material efficiencies, invest behind our strategic priorities and deliver returns to shareholders.
