Skip Navigation

ITV to spend more on video over broadband content
Wednesday 03 September 2008 12:15:16 by Andrew Ferguson

ITV has plans to be generating £150m of revenue from online sources by 2012. To this end it is increasing the amount it spends on online video to bring viewers to its website, interestingly some of the video content is produced exclusively for consumption online.

A three minute web video entitled 'The Gloryhunter' was the channels first made-for-broadband sports commission, and averaged 500 views per day for the first 20 days it was online. This is just behind the numbers viewing more mainstream shows such as The X Factor and Coronation Street via the ITV website.

New Media Age quotes some consumer research from the firm Essential that consumers preferred to watch long-form video on-demand through TV sets rather than laptops or PCs. Hardly rocket science, watching a 45 minute show in a comfy armchair with reasonable sound, or sat on a spare chair listening to tinny computer speakers and others crowded around to see it on the small screen.

One further conclusion from the research seems to be that consumers want a single stop shop for on-demand video, rather than having to go to the various TV stations sites. The fact that file sharing services have content from a myriad of places available through one interface is one of the things that keeps people using them, even when the content is available free via fully legal channels. What is not mentioned, and people often raise as another reason for using file sharing services is that they often offer better quality video, and the lack of DRM (Digital Rights Management) means people can download it and play the material on a wide variety of devices.


Posted by chrysalis over 8 years ago
Also often some F1 content is online only, like the press conferences that hamilton isnt present.
Posted by CARPETBURN over 8 years ago
Yep right you are chrysalis..... ITV have had a variety of interesting content. About 1-2 months ago you could watch a few episodes of the age old kids programme called Metal Mickey LOL needless to say it brought back child hood memories.
Well done to ITV i say, im certainly looking forward to other exclusive online only video content... Stuff like this is part of the future for broadband :)
Posted by Kaufhof over 8 years ago
"Stuff like this is part of the future for broadband :)" Why? I say again. The most efficient and effective transmission of Television and Radio is achieved by broadcast. By encouraging people to use the internet, the broadcasters are moving their programme distribution costs to users of the telephony network.

In a time of national crisis this network would be removed from its present users or access to it would be severely curtailed.

Posted by comnut over 8 years ago
Kaufhof: you said it yourself, they are moving their costs to 'someone else to blame' ..:) and yes, people will PAY for this, by WORLD licence, not 'free TV' !!
Posted by CARPETBURN over 8 years ago
Kaufhof you can like it or dislike it, fact is higher bandwidth services, video, audio and more are the future of the net and always have been. Its called development of technology... Maybe you would like to go back to the days of 16k baud and a text based interface?
If you hate the idea of video and audio on the web so much, stop paying for the internet right now, that way you have no complaints
You must be logged in to post comments. Click here to login.