We are running an extremely special event to celebrate the 70th Anniversary of the first Television advert hosted at the amazing West End offices of ITV in White City. There will be papers spanning the insights teams across the ITV business.
George Tipping will be showcasing ITV's Content Similarity model. ITV has a vast catalogue of content, detailed viewing data and rich metadata for each show. With such scale and complexity, there's only so many patterns and trends that can be spotted by the human eye. In this session, the ITV Data Science team will talk through a novel approach of utilising AI to map similarity across content in their library and how this approach is powering increased personalisation, helping to drive deeper engagement and increased streaming hours.
Klara Franzke and Mat Riches will be delving into the ITV brand. ITV has brought entertainment and the best of British TV into viewers’ homes for the last 70 years. But how does a brand with such history and legacy stay relevant in an ever-changing and ever-challenging market?
We took a fresh look at the drivers of consideration, what might be acting as barriers to viewing, and why people spend time watching TV in the first place to identify opportunities for ITV to continue to make what matters most to our viewers and stay relevant in their lives, as well as in British culture today.