Sky and ITV agree long term deal

Bringing benefits for viewers and advertisers

by Andy Bassett
Movies & TV News

28

Sky and ITV agree long term deal

UK broadcasters Sky and ITV have agreed a long term business partnership which will improve access to content for Sky customers.  

Sky continues to strengthen its ties with the UK’s linear broadcasters by entering into a multi year contract with ITV to drive increased value for both businesses and provide Sky TV customers with an enhanced viewing experience across all of ITV’s content and services. The company negotiated a similar arrangement with Channel 4 earlier in the month.

For Sky subscribers, the deal will bring the full ITV content experience to viewers' TVs, with deep integration into Sky’s products. The current integrated ITV Hub service on Sky+ and Sky Q will be supplemented with the launch of the ITV Hub app on Sky Q during 2022. This will provide Sky Q customers with more choice and flexibility, including the option to watch all of ITV’s available programmes within the ITV Hub user interface. The ITV Hub currently has over 34 million registered users and approx. 452,000 Hub+ subscribers.

The partnership builds on the previous advertising and carriage agreement between the companies and covers all existing and future Sky products. This includes enabling ITV to launch addressable advertising on Sky platforms across both VoD and linear viewing and building on Sky, ITV and Channel 4 uniting behind the Cflight advertising measurement tool. It will also enable advertisers continued control over campaigns delivered on the ITV Hub via Sky using the established Planet V platform.

Sky and ITV agree long term deal
ITV's Cooking with the Stars

Carolyn McCall, CEO of ITV, said, “We welcome the way Sky has continued to improve its product offering because viewers and commercial customers are at the centre of what we do as a business. This new and enhanced agreement to extend our relationship with Sky benefits both groups.

“For ITV’s viewers, the partnership ensures that they have easy and widespread access to our breadth of programmes, ensuring that they can view ITV’s content in the most convenient and appropriate way to them.”

Stephen van Rooyen, Executive VP & Chief Executive, UK & Europe at Sky commented,“ITV have been a longstanding partner to Sky and we are pleased to be deepening and extending our relationship. The great content provided by ITV will sit together with all the apps and content our customers love, and the ever-expanding slate of award-winning Sky Originals, all in one place on Sky Q."

It’s somewhat understandable placing sustainable advertising mechanisms at the core of these agreements between Sky, ITV and Channel 4 since the struggle to remain viable in such a competitive marketplace needs a solid financial foundation upon which to build the viewer-facing content. 

Source: Press Release

Image Source: Sky

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