Viewers in Scotland will be able to watch a range of ITVX original programming and drama premieres through the STV Player.
With the launch of ITVX, ITV wants to make more of its programmes available online up to 18 months before they’re shown on ITV1. The deal with STV ensures the Scottish broadcaster, who relays ITV1 content on its Channel 3 service in Central and Northern Scotland isn’t disadvantaged.
The long-term agreement will see STV’s streaming service, STV Player, take exclusive Scottish rights over the coming years. This includes UK original dramas like A Spy Among Friends and The Confessions of Frannie Langton, both launching on ITVX and STV Player today, and other titles such as Nolly, starring Helena Bonham Carter as the iconic soap star Noele Gordon, and Litvinenko, starring David Tennant in the title role.
The partnership is expected to encompass at least 100 hours of original content per year and comes in to immediate effect.
▶ Due to the contractual relationship between ITV and STV, which reflects the Channel 3 regional structure, viewers are asked to enter a postcode when they register with ITVX or STV Player. This determines whether you’ll see ITV1 content (or ITVX content destined to be shown on ITV1 in the future) on ITVX or through the STV Player.
Other aspects of the deal
ITV’s market-leading sales team will take on exclusive responsibility for selling all digital video-on-demand and simulcast advertising inventory on STV Player from 2023, immediately extending ITV’s sales reach and allowing STV to benefit from ITV’s unrivalled scale in the UK market.
As part of the agreement STV will also join ITV’s addressable advertising platform, Planet V, allowing advertisers to access STV’s inventory alongside ITV’s unparalleled combination of mass simultaneous reach and data-driven, targeted advertising. Planet V is already used by all the major advertising agencies.
The new arrangements build on STV and ITV’s existing contractual relationships which remain in place. Under these arrangements, ITV will continue to represent STV for linear national advertising and STV will continue to be responsible for all Scottish advertising. STV Player will also continue to be available to viewers across the UK with its extensive library of third-party content.
The arrangement continues to the end of 2029 provided both STV and ITV continue to hold PSB licences. Ofcom is currently preparing to start the licence renewal process for both Channel 3 licence holders.
Simon Pitts, STV’s Chief Executive commented:
This exciting new partnership significantly strengthens STV and ITV’s digital businesses for the streaming age. It’s great news for Scottish viewers who will be able to access a huge array of new UK original content for free on STV Player, starting today with the brilliant A Spy Among Friends starring Damian Lewis and Guy Pearce, followed by David Tennant in the gripping drama Litvinenko. Scottish advertisers will also benefit from a ‘one stop shop’ of mass audiences and the best in data-driven targeting.