One platform for selling ITV's shows worldwide
A marketing website, a private screening area for TV buyers and an iPad app for the sales team at international markets, all working from the same data.
- Sector
- TV production and distribution
Results
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Winner
BIMA Awards, B2B and Professional Services
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Gold
Digital Impact Awards, best use of digital in technology, media and telecoms
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400+
new buyer registrations after the website and iPad app launched
The situation
Selling programmes to broadcasters around the world
ITV Studios makes and sells programmes to networks worldwide, from a catalogue that ran to tens of thousands of hours, including shows like Love Island, Bodyguard and Dancing on Ice. Much of the selling happens face to face, at TV markets such as MIPCOM and MIPTV in Cannes and at events across Europe and the US. At MIPTV and MIPCOM alone, more than 60 salespeople hold sit-down meetings with over 1,000 clients.
What needed to change
A disjointed site, and a sales team without the full picture
The website was disjointed and hard to use, there was no central system for the catalogue, and several separate systems took a lot of manual effort to keep running. ITV Studios was losing traffic and interaction from buyers. At markets, the sales team needed every programme, every meeting and every buyer's history in front of them, and they didn't have it.
What we did
A website, a screening room and a sales app, all talking to each other
We built ITV Studios a platform with four parts sharing the same data. A marketing website for the studios and their productions. A private area where registered buyers browse the catalogue, build lists and screen programmes, with private pages for titles not yet on general release. An iPad app the sales team takes to markets, with programmes ready to play offline and on nearby screens during a meeting. And a meeting manager that runs the stand: meetings, locations, lunches and check-in.
Reporting showed the sales team which programmes each buyer had screened, so follow-ups started from what the buyer was actually interested in. On the stand, a local server kept video fast and reliable when the venue's Wi-Fi wasn't.
What changed
More buyers on the site, and a platform other distributors wanted
Visits and buyer registrations rose substantially after launch, and the work won a BIMA award and a Digital Impact Awards Gold. What we built for ITV Studios became the basis of ONE, a Rawnet start-up product for TV distributors, which we went on to run for ten other distributors. In 2018 ITV Studios moved onto ONE too, with a redesigned website and iPad app.
After the first launch, visits rose 94% and more than 400 buyers registered.
What the client says
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Both the website project and the iPad application were a huge success. We enjoyed a 94% increase in visits and received over 400 new registrations, allowing us to increase our CRM significantly.
Greg Emson
Head of Digital Marketing, ITV Studios
