The Media Odyssey

In this episode of "Chatting at SXSW", Evan Shapiro interviews Ruth Berry, President of Global Partnerships & Zoo 55 at ITV Studios, about the network's evolving content strategy. Berry explains how ITV Studios, which operates in 13 markets with 60 production companies, is adapting to changing viewer habits by expanding into digital platforms through Zoo55, ITV’s digital studio. Zoo55 helps repurpose existing content—like Love Island, Hell’s Kitchen, and River Monsters—to reach new, younger audiences on platforms such as YouTube, gaming, and FAST channels. She highlights how audiences now consume long-form content in non-traditional ways, with YouTube on connected TVs becoming a significant distribution method. Berry also emphasizes the importance of experimenting with digital engagement, noting that ITV's approach is to "test and learn" without fear of cannibalizing traditional television viewership. This strategy allows ITV to maximize the value of its content while staying ahead of industry shifts.

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