that they would normally be nervous on the main channels, what would you put on itvx that you would normally not put on? certain genres in drama, you may have darker stories, i don t know, horror, sci fi. itv does not do these. it is a mainstream broadcaster based on advertising revenue and you need volume, and you need massive reach and you want to reach as many people as you possibly can all the time, and that limits to a certain degree what you can do. there are wonderful programmes that are very niche and would never get masses of viewers. one thing that itvx can do is contribute to a widening of our audience that perhaps like things a bit more quirky or so. as i m listening to you i am wondering all of these goals
them to do anything. if they have an idea, and they have had a few ideas that we have discussed at length and in the end thought, let s not do it. that works both ways. and what s the relationship between itv and them? would this be something that you might whatsapp them on the way out of the bbc about something, are you to and froing with them all the time, or does it all formally go through producers and agents and everyone else? no, i think one of the glories of working at itv is you are very close to them, so i will actually text them during i m a celebrity. will you? saying, a bit more of this, a bit more of that? saying, that s really funny, and what s going on with that, and they will respond in the commercial break. and what are these ideas that so far they are opting not to do? i couldn t possibly talk about those. go on, kevin, there s no one else listening! the odd quiz or game or something that we all think, oh, maybe, and we work it through, sometimes we do pilots and we d
it is free but it carries ads. we are an ad funded business and a leader in the market and we know what we are doing and so we have not done this sort of in the dark, conversation with advertisers and the rest of it. everyone is welcome in this new engine to the market. help me understand what itv becomes in the form of itvx. everyone listening would have close associations with itv and how it fits in the fabric of british culture and society. if you become a successful streaming platform, with another one with a variety of programmes, what is itv and what you stand for? the same things. remember with itvx, everything currently available on itv and its channels is within itvx as well and you can watch it live, coronation street, or you can watch it through itvx. so it is that.
effectively for us. that, i m happy to say, was a good decision. what is it like in the itv office, if you take a decision like that, getting in in the morning, waiting for the evening before s viewing figures? is it nerve wracking, do you feel like yourjob is on the line? i think if it had been a howling error, i wouldn t be talking to you now! so, yes, some of it is risky and big. but i ve been doing it a long time, i m surrounded by some very clever, talented people, that you can estimate how healthy these things are, and we can surreptitiously try a lot of things out without people particularly noticing, to see if it is working or not. you mention you ve been doing this a long time, i was saying in the introduction, you started off as a trainee with the bbc in the two ronnies, and you have done an awful lot between now and then. are there things that you learnt in the early days in television that are relevant now, or is the industry, in the way that viewers and producers have chan
or whatever, to think we can try these things and, if it fails, it doesn t matter, because we can try something else next week. so i don t think it s less risky, certainly not at itv. it s probably more risky than it was, as people s tastes change a bit and adapt. so, yeah, i think we can relax in the thinking that shows of the past that seemed very edgy at the time would still happen. yeah, i can t think of one. if ali g suddenly arrived on your desk now, i m sure you would probably still do it, so. and we talked about formats, i would like to talk about some of the people within the formats. the talent, as they are referred to in the industry. we have mentioned i m a celebrity, because of matt hancock being in the news today, and ant and dec front that,