Video: ITV’s Adam Crozier Talks Transformation Strategy

NEW YORK: ITV Chief Executive Adam Crozier was interviewed by World Screen’s Anna Carugati on the stage of the Grand Auditorium at MIPCOM, where he shared his strategy for turning the company into a global content creation and distribution behemoth and discussed the strength of its U.K. broadcasting assets.

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Crozier took on the chief executive role at ITV five years ago, at a time when “the financial markets were in crisis, advertising had plummeted, as it had done for most broadcasters, and ITV had effectively run out of cash and was in serious trouble,” he said. “At the same time, it had allowed its content arm, ITV Studios, to wither for five years. So most of the great creative talent had left, and it had long since stopped investing in great new creative work. Pretty much everyone I met suggested that the right thing to do was to get rid of the content arm and focus on being a U.K. broadcaster. But even then you could see just how important creating your own content was going to become. So we decided to put content at the heart of our strategy.”