September 15, 2022
Whip Media, a software platform and data provider to entertainment organizations, announced that ITV Studios, an international content creator, producer and distributor, will utilize Whip Media’s platform for performance tracking of its entertainment content, including the company’s growing FAST (free ad-supported streaming TV) channels.
ITV Studios, a part of ITV plc, which includes the U.K.’s largest commercial broadcaster, features more than 60 TV production labels, producing such hits as “Love Island,” “I’m a Celebrity” and “Come Dine With Me.” The company’s global footprint spans markets including the United Kingdom, United States, Australia, France, Germany, the Nordics, Italy and the Netherlands, and its global distribution business sells its catalog of 90,000-plus hours of programming to broadcasters and platforms around the world.
The growth of ITV Studios’ global distribution partners — especially in the evolving FAST/AVOD market — created the need for better content performance tracking and distribution analytics, allowing ITV Studios to keep pace with the high volume of reporting internally and from its partners, according to a Whip release. Whip Media’s solution consolidates and centralizes distributors’ partner data across global platforms while also automating accounting processes to manage and recognize revenue.
“Our team couldn’t be more excited to help ITV Studios — one of the premier production and distribution companies in the world — track the performance of its series across a rapidly growing number of platforms,” Paul Hastings, Whip Media’s SVP of global sales, said in a statement. “As content distribution continues to become increasingly stratified and difficult to manage, it’s imperative for entertainment companies to streamline how their data is analyzed and processed. Whip Media’s platform will help ITV Studios accomplish that goal — allowing it to focus on what it does best, which is churning out great series for millions of viewers to enjoy.”
“We’re very pleased to be partnering with the Whip Media team and utilize their expertise in this space. The Performance Track tool and the data it will unlock is a key component of ITV Studios overall strategy to expand and grow our digital business across AVOD, FAST and other digital platforms and deepen our understanding of how our content engages with viewers across multiple platforms and territories,” Graham Haigh, EVP of business development and digital distribution at ITV Studios, said in a statement.
While the FAST market is rapidly expanding, content programmers do not currently have visibility into title-level performance across multiple digital platforms, creating data inefficiencies for FAST networks that need this data to make strategic content acquisition and programming decisions. Whip Media leverages its industry-leading data aggregation capabilities to solve this problem by mapping a FAST network’s performance data to both its linear schedules and internal metadata, creating an automated performance tracking solution for digital linear networks. Designed to handle scale and improve performance visibility, Whip Media’s solution will help ITV Studios make more informed programming decisions, according to Whip.