ITV Studios will leverage Whip Media’s platform to track the performance of its content, including across the company’s growing portfolio of FAST channels. According to the software platform and data provider, the solution is designed to improve performance visibility and handle scale, enabling ITV Studios to “make more informed programming decisions.”
Whip Media argues that content programmers in the FAST space do not currently have visibility into title-level performance across multiple digital platforms. This creates data inefficiencies for FAST networks, and impedes the ability to make strategic content acquisition decisions, according to the company.
To address this issue, Whip Media leverages its data aggregation capabilities, mapping FAST network’s performance data to both its linear schedules and internal metadata, creating an automated performance tracking solution.
Paul Hastings, Whip Media’s SVP of Global Sales, said: “Our team couldn’t be more excited to help ITV Studios – one of the premier production and distribution companies in the world – track the performance of its series across a rapidly growing number of platforms. As content distribution continues to become increasingly stratified and difficult to manage, it’s imperative for entertainment companies to streamline how their data is analyzed and processed. Whip Media’s platform will help ITV Studios accomplish that goal – allowing it to focus on what it does best, which is churning out great series for millions of viewers to enjoy.”
Graham Haigh, EVP Business Development & Digital Distribution at ITV Studios, commented: “We’re very pleased to be partnering with the Whip Media team and utilise their expertise in this space. 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.”