By Jonathan Easton
UK broadcaster ITV has agreed a new long-term commercial partnership with Sky.
The companies said that the partnership will drive increased value for businesses and provide Sky TV customers with an enhanced viewing experience.
Building on an existing advertising and carriage agreement between the companies, the deal will enable ITV to launch addressable advertising on Sky platforms across VOD and linear viewing.
The deal will also bring the full ITV Hub app to Sky Q next year, building on the currently integrated ITV Hub service on Sky+ and Sky Q.
CEO of ITV, Carolyn McCall, said: “We welcome the way Sky has continued to improve its product offering because viewers and commercial customers are at the centre of what we do as a business. This new and enhanced agreement to extend our relationship with Sky benefits both groups. This exciting new commercial partnership brings many advantages for our advertisers and delivers on our objective of building a scale AVOD proposition across the UK market and ensures ITV’s ability to deliver addressable advertising at scale on ITV Hub with Planet V.
“For ITV’s viewers, the partnership ensures that they have easy and widespread access to our breadth of programmes, ensuring that they can view ITV’s content in the most convenient and appropriate way to them.”
Executive VP & Chief Executive, UK & Europe at Sky Stephen van Rooyen said: “ITV have been a longstanding partner to Sky and we are pleased to be deepening and extending our relationship. The great content provided by ITV will sit together with all the apps and content our customers love, and the ever-expanding slate of award-winning Sky Originals, all in one place on Sky Q.”