How a Broadcaster Builds a Modern Brand in a Streaming World

British broadcasters can’t beat Netflix at its own game – so ITV is doubling down on what makes it different.

“We don’t want to be a poor man’s Netflix because we’re never going to out-Netflix Netflix,” Paul Ridsdale, director of brand and marketing at ITV, says when reflecting on the marketing challenge facing the British broadcasters.

“But we can be the best ITV in the market, and no one else can do what we do.”

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