LONDON, UK: ITV and STV introduced an enhanced strategic partnership round content material sharing and promoting gross sales that creates incremental digital worth for each companies and aligns their pursuits within the streaming age.
The long-term settlement will see STV’s streaming service, STV Player, take unique Scottish rights for an thrilling vary of ITVX original and premiere content material over the approaching years.
This includes UK original dramas like A Spy Among Friends and The Confessions of Frannie Langton, each launching on ITVX and STV Player today, and different titles such as Nolly, starring Helena Bonham Carter because the iconic cleaning soap star Noele Gordon, and Litvinenko, starring David Tennant within the title role.
The partnership is anticipated to embody at least 100 hours of original content material per year.
ITV’s market-leading gross sales team will tackle unique responsibility for promoting all digital VOD and simulcast promoting stock on STV Player from 2023, instantly extending ITV’s gross sales attain and permitting STV to profit from ITV’s unrivalled scale within the UK market.
As a half of the settlement STV will additionally join ITV’s addressable promoting platform, Planet V, permitting advertisers to entry STV’s stock alongside ITV’s unparalleled mixture of mass simultaneous attain and data-driven, focused advertising. Planet V is already utilized by all of the main promoting agencies.
The new preparations construct on STV and ITV’s existing contractual relationships which stay in place. Under these arrangements, ITV will proceed to symbolize STV for linear nationwide promoting and STV will proceed to be accountable for all Scottish advertising. STV Player will additionally proceed to be available to viewers throughout the UK with its extensive library of third-party content.
STV Chief Executive Simon Pitts said: “This thrilling new partnership considerably strengthens STV and ITV’s digital companies for the streaming age. It’s nice information for Scottish viewers who will be able to entry an enormous array of new UK original content material for free on STV Player, beginning today with the brilliant A Spy Among Friends starring Damian Lewis and Guy Pearce, adopted by David Tennant within the gripping drama Litvinenko. Scottish advertisers will additionally profit from a ‘one cease shop’ of mass audiences and the best in data-driven targeting.”
Kelly Williams, ITV’s Managing Director, Commercial welcomed the brand new agreement: “ITV and STV have been shut companions for over 50 years and this new deal makes that partnership match for the digital age.
“We are delighted to have the ability to supply the marketplace for the primary time, and in a single place, the ability to purchase the mass attain of linear promoting coupled with addressable streaming stock throughout the entire UK ITV/STV network.
“STV becoming a member of ITV’s addressable promoting platform Planet V is an important step within the event of the platform which is already utilized by all of the main promoting agencies.”