ITV to Launch Food Online Content Hub to Boost Market Share
Broadcaster ITV is set to revamp its online food strategy with the aim of strengthening commercial opportunities and becoming a major player amongst its competitors. The details are still in development but a new content hub is due for launch this spring.
An ITV spokeswoman said, "Food is an important theme that runs across a range of our content. Consequently, we're looking at ways to further develop our online offer in this area."
ITV has appointed agency Clearleft, who was behind Channel 4's T4 website revamp, to create a food hub that will integrate content from its individual programme sites, such as Daybreak and This Morning.
It is believed that the various ITV shows featuring celebrity chefs reach interested target audiences, so by uniting content from each to create a centralised hub would provide "compelling" ad opportunities for brands.
MD of Carat Digital, Charlie McGee, commented, "If ITV pools all the information and content from these TV shows into one hub, then there's loads that could be done with that, such as linking social, video and mobile together."