Peter Iacono

October 2008

When Peter Iacono joined ITV Global Entertainment, formerly ITV Worldwide, earlier this year, he immediately set out to broaden the reach of the company. Part of the commercial broadcaster ITV’s Global Content division and encompassing Granada International and Granada Ventures, ITV Global Entertainment handles worldwide distribution across TV, home entertainment, publishing, consumer products and international networks. But Iacono, the president and managing director, wants to extend the company’s businesses by finding new sources of content, forging new partnerships with producers and opportunistically launching channels around the globe. He talks to TV Europe about his plans.

TV EUROPE: What is ITV Global Entertainment’s mission?

IACONO: Our rule—and it’s the only one we have—is: “Everyone works for the programming and we do what is best for the programming.”

This is a fully integrated company, which can deliver across all audiences. We are the first choice for content owners and the very best guardians of their programming. Plus, our commercial brands, licensing and home-entertainment specialists can deliver a full 360-degree exploitation across our growing portfolio of key brands.

TV EUROPE: What was the rationale behind combining Granada International and Granada Ventures?

IACONO: One company, with one clear vision, means better business. We are now completely integrated, creating a greater width and depth across all parts of our business. We can move faster and offer a one-stop shop across distribution, publishing, licensing, home entertainment—giving us the edge over our competitors.

Our teams are all under one roof and working together to do what’s best for all our content. We have the expertise to carefully guide shows through all possible areas of distribution, looking out for their best interests along the way and getting the maximum return.

TV EUROPE: There has been a lot of consolidation in the U.K. independent production community. What does ITV Global Entertainment want to offer independent producers?

IACONO: I believe that everyone should do what they’re best at. We look after every aspect of distribution—making it possible for our production partners and content owners to be creative and make great programs.

We are also able to tailor how we work on each project. Sometimes a producer is looking for a long-term, development relationship; sometimes it is a deficit-funding requirement. We’re very comfortable working in all kinds of ways to get first-class programming made and get the most out of it through our extensive global outreach and multidisciplined approach.

TV EUROPE: What plans do you have for your acquisitions and development fund?

IACONO: We have been investing with independent producers for a long time, and we’re further extending and building on our relationships to add new producers to the ITV family. We are actively investing in the future, having recently announced our strategy to triple our acquisitions budget.

Our recent deals with companies such as Mammoth Screen, Zig Zag, Proper TV, Shaftesbury and Alexander/Mitchell are all extremely different in terms of funding. But the common theme is that the producers all make great shows that people want to watch and we are a great partner to work with.

TV EUROPE: How does ITV Global Entertainment want to expand the reach of its product and formats? Are you targeting any specific countries?

IACONO: Latin America, Asia and the Middle East are all key territories for us. We have offices around the world, which keep us closer to our clients, and we’re going to open more locally based offices in the coming months.

Through ITV’s Global Content division, we can tap into a network of international production companies in Australia, the U.S., Germany, and most recently Silverback in Sweden. We’re able to work with international broadcasters who are looking to acquire our formats and help them get their local version made through our own production companies.

TV EUROPE: How important are VOD, IPTV, mobile and other new-media platforms becoming in your sales efforts, and how much demand is there for these rights?

IACONO: Technology has always led the entertainment business. When TV first arrived, skeptics said that cinema was dead but, of course, all TV did was to create more opportunities for us to watch content. And cinema still continues to attract big audiences. In the same way, we haven’t stopped watching TV because of the growth of mobile and IPTV, we simply have more choice. It’s great to see how fast things are changing, and we’re building on this strategy.

TV EUROPE: How important are merchandising and publishing?

IACONO: We’ve recently hired Gustavo Antonioni as commercial brand director. He is giving us a whole new take on what can be achieved by our new shows and our long-term brands by extending the viewers’ emotional connection with them. Series such as Britannia High—a prime-time music entertainment drama that we are launching at MIPCOM—lend themselves so well to merchandising opportunities, from DVDs to prom dresses. Along with hot format brands such as Hell’s Kitchen and our long-running series such as Coronation Street and Emmerdale, Gustavo and his brand team are looking at every property holistically to develop the brand and the licensing and merchandising opportunities they can offer.

TV EUROPE: What are your plans for international expansion of UKTV?

IACONO: We’re currently previewing the channel in Asia, and we’re excited about its prospects. We’ll be making further announcements about our network of international channels in the months to come.

TV EUROPE: You were formerly at Sony. How much ground are major independent companies like ITV Global Entertainment or BBC Worldwide or FremantleMedia gaining on the major studios?

IACONO: I believe ours is much more of a nurturing business in terms of the shows we have, the production partners we work with and the clients we sell to. Studio distribution is more generalist and a volume business. We work hard to ensure that we have a good flow of first-rate programming coming through to work our magic on.

So, while I don’t think we are able to compete on the same terms as the studios yet, I do believe we can deliver an equal (or even better) approach to client service.

TV EUROPE: What are the biggest challenges and opportunities facing ITV Global Entertainment in the next 12 to 18 months?

IACONO: We’re in an extremely competitive business. Being part of ITV Global Content means we’re part of the same family as ITV Productions and ITV Networks, so we benefit from having a flow of programming from internal sources as well as having strong relationships with independent creatives. This means we can thrive as part of the U.K.’s biggest commercial broadcaster and production
powerhouse whilst maintaining an entrepreneurial approach to our business.

TV EUROPE: What do you enjoy most about your work?
IACONO: I have to say, all of it! Seeing programs progress from an idea on paper through to appearing on screens throughout the world and as brands in stores is like seeing a baby grow up and leave home!

I am also thrilled to be based in the U.K. and love living in London, working with a strong team that’s a vital part of the ITV group of companies.