Research showed that ITV Player was suffering from a few challenges, challenges set against a backdrop of changing viewing behaviour. The challenge was therefore to create a new brand (ITV Hub) a brand that delivered against expectations, leading to our new on demand service becoming the most watched, loved and talked about VOD service in the UK.
‘Seizing (viewing) occasions and matching the content to the occasion’ sat at the heart of the strategy. This translated to giving The ITV Hub share of voice at a time VOD is traditionally consumed, whilst also acknowledging the fact technology enables viewing wherever; whenever, therefore creating new viewing occasions. It also put content front and centre, serving it in a way that was true to the context it was served in, ultimately demonstrating the multiple ways The ITV Hub and its new features could serve you, and your particular need at that moment in time.