ITV to expand broadband content

Spurred on by the success of ‘The Gloryhunter’, ITV is planning to expand its made-for-broadband content.

The Gloryhunter, ITV’s first excursion into sports content made specifically for broadband distribution, is an online series for its football site.

It was watched over 10,000 in its first 20 days on the site.

The investment in broadband content is part of the broadcaster’s strategy to increase revenues from online activities to £150m by the end of 2012.

ITV now plans to focus on rugby content, with a video-led site with display and pre-roll advertising, initially from Guinness.

This ties in with ITV’s recent success in winning the rights to broadcast the Guinness Premiership.

With the broadcasting industry being badly hit by the gloomy economy and advertising recession, ITV will be hoping that online advertising revenues will help to offset shrinking revenues elsewhere.