British broadcaster ITV fails to make the most of a significant new strategy
UK-based broadcasting and production company ITV plc announced a major new strategy in June.
As of early August, the corporate site home page http://www.itvplc.com/ has a rotating carousel promoting the 2018 Interim Results, the 2017 Annual Results, and information on ‘What we do’.
The new strategy is mentioned, but in an area under the carousel and below the ‘fold’ on many devices. Along with an overview, there are links to find out more by downloading the 2018 Interim Results presentation or the Interim Report.
The home page strategy area also offers link buttons relating to ‘Broadcast & Online’ and ‘ITV Studios’, but – as with the presentation and report links - these open PDFs without warning although at least they do appear in new browser windows.
The home page does not link to the new strategy page, housed at About ITV > Our Strategy.
At a time when ITV has a higher public profile than usual – thanks in large part to the popularity of its Love Island programme in the UK - the corporate site misses an opportunity to sell its new strategy, and how the company will capitalise on its current success.
The site still feels as if it is in ‘news’ mode rather than presenting a consistent, integrated view of the new strategy. This might be understandable in the immediate aftermath of a big announcement that the web team may or may not have been privy to, but they have had enough time to rectify matters.
Many users on smaller screens might not scroll, and so miss the strategy area on the home page. The strategy could have been promoted in the carousel as a main item. Even though the timing meant it was competing with the Interim Results part of the announcement, some mention of it could have at least been made on the Interim Results panel.
The PDF links were probably a temporary measure when the announcement was made and perhaps before the strategy page existed. But linking to them now, instead of the strategy page, does not makes sense.
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