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ITV: no such thing as “second screen”

Netflix?

Netflix?

At the Digital TV World Summit 2014

Paul Kanareck, Director of Online and Brands for ITV, says that the UK commercial broadcaster (and even more specifically its on demand service ITV Player) is not in competition with Netflix.

“This isn’t Netflix,” he told the Digital TV World Summit in London, during a lively keynote this afternoon. “Netflix is a totally different world, it’s a retail experience. You go in there and spend fifteen, twenty minutes trying to figure out what you want to watch… we want you watching something within seconds, and we want you to stay watching it. This is TV. You know what you want to see because you love it already, you’ve missed it, or somebody else has talked about it and you don’t want to miss out.”

Kanareck went so far as to compare the world’s leading OTT player with canned fruit! “How many new films are there on Netflix? Never forget that we do about ten to fifteen hours of live, fresh, original content a day,” he asserted.

Furthermore, the emphasis on live, ‘fresh’ conent was not limited to ITV’s linear platforms, but applied also to ITV Player, its growing online platform.

“Live content now counts for over 24% of all of our viewing on on-demand,” he said, adding that, while “industry jargon” might call tablets a ‘second screen,’ for ITV they represent a “second television.”

“Free-to-air broadcasting couldn’t be more different to things like Netflix,” he concluded. “It serves different need states, different emotions, different requirements. It’s about drama, it’s about soaps, it’s about comedy, it’s about entertainment shows, it’s about news, it’s about sports. And Netflix is fundamentally about drama and films.”

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