ITV’s Brand Strategy: Why It Won’t Try to Out‑Netflix Netflix | Brandmakers ft. Paul Ridsdale

This week, the Brandmakers podcast dives into the world of ITV, a major UK broadcaster and content studio reaching millions of viewers through its channels and ITVX. Its director of brand and marketing, Paul Ridsdale, has been marketing the British broadcaster ITV for over 17 years, and has been a part of its journey from a TV channel to a streaming service and content creator. In this episode, presenter Hannah Bowler digs into the rise of the “browsing audience” and what that shift means for how modern viewers discover and connect with content.  -- 0:00 Intro 02:55 Investing in marketing as a lever of growth for ITV 09:00 Fueling the success of Mr Bates v The Post Office 12:17 Guiding viewers through browsing fatigue 16:00 Competing with the streamers 19:00 The industry loves jargon, but to audiences everything is just TV 21:30 Keeping a 70 year media brand fresh 26:00 AI for personalized, relevant marketing 30:00 The return of long form -- This episode is presented by SBS. Helping brands and independent agencies deliver smarter, high-impact programmatic advertising. https://wearesbs.com/ -- Still haven’t subscribed to The Subthread on YouTube? ►►    / @subthreadmedia   Want to read The Subthread ►► https://www.thesubthread.com/ Follow The Subthread: Instagram ►► / https://www.instagram.com/thesubthrea... LinkedIn ►► /   / thesubthread   Get more incredible stories with our free newsletters: https://www.thesubthread.com/#/portal... ABOUT THE SUBTHREAD For brands and agencies interested in what's next. The Subthread is an independent media and events business focusing on the intersection of culture, innovation and creativity for the marketing industries.