ITV Studios Launches Zoo 55 To Lean Into YouTube; Hires Warner Exec Martin Trickey — MIPCOM
ITV Studios has launched Zoo 55, a digital content label that will help the UK production giant lean into YouTube and other platforms.
ITV Studios has hired Martin Trickey, who runs digital at WarnerBros International TV Production, as managing director of Zoo 55. Graham Haigh, ITV Studios’ EVP digital, will become COO.
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Ruth Berry, managing director of global partnerships at ITV Studios, announced the move at MIPCOM, revealing that the company has generated 2B views across 140 owned and operated channels on YouTube this year. Channels include The Voice Global and Hell’s Kitchen.
Zoo 55’s name is a nod to YouTube’s first uploaded video in 2005 and the date of ITV’s launch in 1955.
Berry said: “It is such an exciting time to be taking this area of the business to a whole new level – we’re ready, we’re experts at selling to audiences who come to the same places for the content they love, but more and more our end viewer is on the move so we want to engage with them in different ways wherever they are.”
During a breakfast briefing, the company also announced it had renewed its 25-year output deal with Australia’s Seven Network until 2029. The deal will comprise shows including upcoming drama The Crow Girl and Line of Duty.
Speaking in Cannes, Berry said ITV Studios had adapted to a “slower and more considered market,” but added that momentum was returning.
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