ITV Studios launches Zoo 55 to boost digital content strategy

ITV Studios has made a significant stride in expanding its digital content presence with the launch of Zoo 55, a new digital content label aimed at enhancing engagement across platforms like YouTube. This strategic move was announced by Ruth Berry, ITV Studios’ Managing Director of Global Partnerships, during the MIPCOM conference, a prominent event in the entertainment industry calendar, held in Cannes.

Leading the new venture is Martin Trickey, a seasoned expert with a robust background in digital content from WarnerBros International TV Production. Trickey will assume the role of Managing Director for Zoo 55, bringing his expertise in the realm of digital production to the forefront. Supporting him is Graham Haigh, ITV Studios’ Executive Vice President of Digital, who will step into the role of Chief Operating Officer.

The choice of the name Zoo 55 carries a symbolic meaning, reflecting the year 1955, the founding year of ITV, and 2005, the year YouTube uploaded its first video. This dual nod represents a blend of ITV’s historical significance and its commitment to embracing modern digital landscapes.

Ruth Berry highlighted the significance of the venture during her presentation, revealing that ITV Studios has already amassed 2 billion views across 140 owned and operated YouTube channels. These include popular channels such as The Voice Global and Hell’s Kitchen. This underscores ITV Studios’ track record in creating compelling content that resonates with audiences on digital platforms.

“It is such an exciting time to be taking this area of the business to a whole new level,” Berry remarked. She elaborated on the evolving habits of audiences, noting that viewers increasingly consume content on the go. Zoo 55 aims to meet this shifting demand by engaging viewers through diverse means, expanding ITV’s digital reach and adapting to the changing landscape of media consumption.

Alongside the launch of Zoo 55, ITV Studios announced a renewal of its longstanding output deal with Australia’s Seven Network. This renewal, extending for another six years until 2029, ensures the continuation of a productive partnership that includes programmes like the upcoming drama ‘The Crow Girl’ and the critically acclaimed series ‘Line of Duty’.

Discussing the current market conditions, Berry observed a transition towards a more “slower and more considered market,” yet expressed optimism about regaining momentum. These strategic developments reflect ITV Studios’ commitment to innovation and adaptability in an ever-evolving media environment.

Source: Noah Wire Services