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ITV taps British creators for new “ITV Insiders” initiative

The logo of the ITV Insiders campaign.
The logo of the ITV Insiders campaign. (Courtesy image)

Public service broadcaster ITV wants to leverage Britain’s smartest, culturally-relevant and forward-thinking creators.

This week, ITV launched the new “ITV Insiders” initiative, bringing together more than 100 British creators who encompass a cross-section of consumer interests, demographics and regions.

The inaugural class of ITV Insiders were announced at an event on Monday at the broadcaster’s headquarters in London.

“ITV is home to some of the nation’s best-loved TV brands. Our exclusive new ITV Insiders initiative allows the finest content creators in the UK unique access to our terrific programming with both money-can’t-buy experiences and paid activations for the first time ever,” Ben Webster, the Director of program publicity at ITV, said on Monday. “We are excited to work with such brilliant and skilled creators to create conversations and spearhead our influencer strategy for 2024 and beyond.”

ITV Insiders will become part of ITV’s brand extension, with access to unique experiences, previews of paid ad campaigns and the ability to expand their skills through a forthcoming program called the ITV Creators’ Summit.

“This is an incredibly exciting time for ITV and influencer marketing is a key part of our strategy going forward,” Jane Stiller, ITV’s Chief Marketing Officer, said in a statement. “Our carefully selected ITV Insiders are the gatekeepers to millions of engaged followers and will help build the ITV brand across new audiences through authentic and captivating content.”

ITV Insiders will also be part of creatives surrounding ITVX, the broadcaster’s dedicated streaming television service.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 10 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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