ITV is enhancing the direct connection it now has with its viewers – through its digital and real world experiences – into a mutually beneficial relationship. It views data as the enabler and by-product, but the viewer relationship is the focus. Data is cold and transactional. Relationships engage on an emotional level.

About the author : Kauser Kanji

I've been working in online video since 2005 and have held senior roles at NBC Universal, ITN and Virgin Media. I've also completed VOD projects for the BBC, Netflix, Sony Pictures and a host of broadcasters and service-providers all over the world. Catch me on our weekly debate show, OTT Question Time, or drop me a line on LinkedIn.

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