By Jo Best, 2 November 2005 12:20
NEWS ITV has promised a raft of changes to its portfolio to take advantage of content and advertising sales over broadband and mobile TV including acquisitions.
Jeff Henry, chief executive of ITV's consumer division, said: "Our mission is to drive new revenue from consumers rather than advertising. That means in turn we need to turn viewers into consumers."
After ITV's recent unveiling of a broadband venture, the TV company has also revealed it's planning to launch a mobile channel with 'not seen on screen' exclusives."The programmes that we think will be most attractive are news programmes we think they'll be particularly attractive to commuters in the morning," Henry said.
With new technology opening up new revenues, ITV isn't purely relying on its own experience to capitalise on the possibilities.
ITV is aiming at "growth through acquisitions expect some announcements imminently", Henry said.
He added the broadcaster is also looking at location-based services, classified advertising and betting.
But will consumers pay for mobile content? "It's still too early to say," he added.
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