ITV and Sky have signed an innovative new long-term partnership that drives increased value for both businesses and provides Sky TV customers with an enhanced viewing experience across all of ITV's content and services.
The partnership, which builds on the previous advertising and carriage agreement between the companies, covers all existing and future Sky products and provides new opportunities to collaborate and innovate. This includes enabling ITV to launch addressable advertising on Sky platforms across both VoD and linear viewing building on Sky, ITV and Channel 4 uniting behind CFlight. The initially Sky-developed, ground-breaking TV measurement tool provides advertisers with a clear understanding of a campaign's full reach and frequency across all three broadcasters.
The new agreement will bring the full ITV content experience to viewers TVs, with deep integration into Sky's world-leading product innovation. The current integrated ITV Hub service on Sky+ and Sky Q will be supplemented with the launch of the ITV Hub app on Sky Q during 2022. This will provide Sky Q customers with more choice and flexibility, including the option to watch all of ITV's available programmes within the ITV Hub user interface. The ITV Hub currently has over 34 million registered users and c.452,000 Hub+ subscribers.
For advertisers, the evolution of ITV Hub on Sky brings increased opportunities to advertise through Planet V, ITV's innovative programmatic addressable advertising platform. Planet V allows both advertisers and agencies control over the planning, purchasing and reporting of their campaigns on ITV Hub, building audiences with ITV's first party data and augmenting those audiences with advertisers' own data.
The addition of ITV content from Sky's platform estate will significantly increase Planet V's addressable inventory pool, offering advertisers additional targeting options and increased campaign reach.
Carolyn McCall, CEO of ITV, said: We welcome the way Sky has continued to improve its product offering because viewers and commercial customers are at the centre of what we do as a business. This new and enhanced agreement to extend our relationship with Sky benefits both groups.
This exciting new commercial partnership brings many advantages for our advertisers and delivers on our objective of building a scale AVoD proposition across the UK market and ensures ITV's ability to deliver addressable advertising at scale on ITV Hub with Planet V.
For ITV's viewers, the partnership ensures that they have easy and widespread access to our breadth of programmes, ensuring that they can view ITV's content in the most convenient and appropriate way to them.
Stephen van Rooyen, Executive VP & Chief Executive, UK & Europe at Sky said: ITV have been a longstanding partner to Sky and we are pleased to be deepening and extending our relationship. The great content provided by ITV will sit together with all the apps and content our customers love, and the ever-expanding slate of award-winning Sky Originals, all in one place on Sky Q.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
21/04/2026
Cloud-based production isnt going anywhere, and BitFire is doubling down by prov...
21/04/2026
The topic of artificial intelligence has a stranglehold on the sports-video-prod...
21/04/2026
5G is still a hot topic in live event production, and this workflow continues to...
21/04/2026
At the 2026 NAB Show, Ed McGivern, GM and President of Appear US, discusses the ...
21/04/2026
Studio Network Solutions (SNS) has announced an on-premise AI suite designed for...
21/04/2026
Suite Studios has integrated its file-streaming technology into the newly announced Frame.io Drive, a desktop application from Adobe company Frame.io. The colla...
21/04/2026
Net Insight has integrated InSync Technology's FrameFormer into the Nimbra E...
21/04/2026
Fox Sports has selected Appear as a technology partner to support the next phase...
21/04/2026
Diversified has appointed Tyler Affolter as Chief Revenue Officer (CRO) to lead the company's commercial organisation. The appointment follows the firm'...
21/04/2026
Layercake has formalised the integration of Bitmovin's video streaming infra...
21/04/2026
The International Judo Federation (IJF) has extended its distribution partnershi...
21/04/2026
Glookast has launched the Cinnafilm Tachyon plugin for its Media Producer and Me...
21/04/2026
Eutelsat has entered into an agreement with Cadena Tres, a division of Grupo Ima...
21/04/2026
Dolby Laboratories and TV Azteca have partnered to introduce Dolby Atmos immersive audio to free-to-air television broadcasts. The implementation utilises the A...
21/04/2026
FOX Entertainment partnered with Verizon to overcome significant production hurd...
21/04/2026
Osprey Video has announced its technology showcase for the NAB Show 2026, highli...
21/04/2026
Riedel Communications (Booth C4908) introduced a range of new solutions at NAB S...
21/04/2026
The NAB Show is in full swing, and the SVG and SVG Europe editorial teams are chasing down the hottest stories from all over the Las Vegas Convention Center. He...
21/04/2026
Blackmagic Design has announced the URSA Cine Immersive 100G, an immersive cinem...
21/04/2026
Clark Wire & Cable is continuing its evolution from cable supplier to full-scale solutions partner for broadcast and live production. At the 2026 NAB Show, we s...
21/04/2026
Rashad Frett attends the 2025 Sundance Film Festival premiere of Ricky at Eccles Theatre on January 24, 2025, in Park City, UT. (Photo by George Pimentel/Shut...
21/04/2026
Five years ago, Spotify arrived in Pakistan, opening a new chapter in the country's music scene. Since then, local listeners have explored across genres, ge...
21/04/2026
Since its launch in 2020, RADAR has been our program for spotlighting emerging artists around the world. This year marks the sixth edition of RADAR Spain, our o...
21/04/2026
Offers compact wireless solution for pedalboards
Taiwanese audio brand Cloudvocal have announced the availability of a new pedalboard-friendly wireless syst...
21/04/2026
Latest hybrid sampling/synthesis instrument arrives
Arturia's Augmented series offerings rely on a mixture of sampling and synthesis, allowing users to ...
21/04/2026
Rohde & Schwarz to host Power Electronics Online Conference From Design to Vali...
21/04/2026
MAS and Lockheed Martin partner to establish an F-35 depot in Canada, enabling in-country sustainment and creating high-skilled aerospace jobs....
21/04/2026
Advertising strategies shift as competition grows for a large, active and qualit...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/04/2026
Layercake Deepens Bitmovin Integration to Power End-to-End Media Orchestration w...
21/04/2026
Cobalt Digital Announces Launch of blueCORE at NAB Show 2026: Compact Powerhouse...
21/04/2026
On-Premise AI Suite from Studio Network Solutions Debuts at NAB Show 2026
Melanie Ciotti April 21, 2026
0 Comments
Unlimited processing, no cloud depe...
21/04/2026
London, 21 April 2026 IBC today announced the appointment of Tim Banham as its first Chief Commercial Officer (CCO), a newly created role that reflects the or...
21/04/2026
Motion Design Tools - April 2026
Roland Kahlenberg April 21, 2026
0 Comments
Within 2 days, Maxon and Canva announced pro-level motion design apps - A...
21/04/2026
Chaos and Zero Density to Showcase Real-Time Ray Tracing for Virtual Studios and...
21/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
ITV and Sky have signed an innovative new long-term partnership that drives increased value for both businesses and provides Sky TV customers with an enhanced viewing experience across all of ITV's content and services.
