ITV has the brand and the relationships to ensure that it can deliver strong content. The synergy it can provide between online and offline is also an attractive proposition. That said, I don't think ITV realises that it does not have the reach or dominance that it has in traditional media. This is currently most clearly demonstrated by its rather ambitious pricing policy.
NO - Andy Cocker, Group digital trading director, Aegis
Not at the moment. Commercially, ITV needs to understand that it does not have the same stature in the online space it has enjoyed previously in the TV market. The new site itself is intuitive, simple and well executed. But the problem lies not so much in the product, but in ITV's competence at marketing it realistically in a sector where there are plenty of attractive alternatives.
YES - Matthew Wigham, TV director, OMD UK
ITV's suite of services look extremely comprehensive and its access to premium long-form content from the last 50 years places it in a good position in the increasingly competitive online video marketplace. As the audience grows, it is important the consumer experience is delivered seamlessly and then I am sure the advertising pounds will follow. Bit too expensive at present.
YES - Simon Bevan, Head of TV, Vizeum
It is important as the market leader in the commercial TV sector that ITV is seen to be developing new commercial models to future-proof its business. The opportunity to incorporate clickable content, multi-platform sponsorships and behavioural targeting tools to our current audio visual offering is welcomed. However, the current pricing policy that is being touted needs to be reviewed.
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