ITV Studios has selected Whip Media’s platform for performance tracking of its entertainment content, including its growing FAST (free ad-supported streaming TV) channels.
ITV Studios spans numerous markets, including the UK, US, Australia, France, Germany, Nordics, Italy and the Netherlands, and its global distribution business sells a catalogue of 90,000+ hours to broadcasters and platforms around the world.
The growth in the company’s global distribution partners – especially in the evolving FAST/AVoD market – required better content performance tracking and distribution analytics. It chose Whip Media’s solution to consolidate and centralise distributors’ partner data across global platforms while also automating accounting processes to manage and recognise revenue.
Whip Media leverages its data aggregation capabilities for content programmers who do not currently have visibility into title-level performance across multiple digital platforms.
It maps a FAST network’s performance data to both its linear schedules and internal metadata, creating an automated performance tracking solution for digital linear networks. Designed to handle scale and improve performance visibility, Whip Media’s solution will help ITV Studios make more informed programming decisions, said the company.
“We’re very pleased to be partnering with the Whip Media team and utilise their expertise in this space,” said Graham Haigh, EVP business development and digital distribution at ITV Studios. “The Performance Track tool and the data it will unlock is a key component of ITV Studios overall strategy to expand and grow our digital business across AVoD, FAST and other digital platforms and deepen our understanding of how our content engages with viewers across multiple platforms and territories.”
