ITV CEO Carolyn McCall recently discussed various topics in an interview, including the impact of Hollywood strikes, the use of AI in the industry, and efforts to improve diversity and equality. McCall highlighted the success of ITVX, a freemium streaming service launched in 2022, which has garnered over 2 billion streams and increased user numbers. ITV Studios, the company’s production arm, is the largest producer in the U.K. and one of the top three in most international markets.
When asked about the impact of the Hollywood strikes on the business, McCall expressed relief that the writer’s strike has been resolved and hopes for a swift resolution to the actors’ strike as well. She stated that while there won’t be a significant impact in 2023, continued strikes could affect deliveries for 2024 and potentially push revenues into 2025.
Regarding AI, McCall sees it as both an opportunity and a threat. She believes that generative AI tools can enhance creativity and improve efficiency in post-production but recognizes the potential threats they pose. ITV is actively exploring AI use cases and working with partners who are already advanced in this area. McCall emphasized the importance of human direction, oversight, and experience in producing high-quality shows and views AI as a co-pilot rather than a replacement.
McCall identified macroeconomic uncertainty and cost of living issues in the U.K. as the biggest professional challenge faced in the past year. These factors have negatively impacted consumer and business confidence, resulting in a weak advertising market. However, ITV has been working closely with advertisers, innovating and evolving to navigate the challenging environment.
When asked about the biggest achievement of the past year, McCall highlighted the successful launch of ITVX, the streaming service that has reached over 2 billion streams and attracted a significant increase in users. She also expressed pride in the growth of ITV Studios, which has become a world-leading studios group.
Addressing the issue of equality and diversity in the industry, McCall emphasized the importance of belief, commitment, and public targets at all levels of the organization. She stressed the need for modernized recruitment processes, broadening talent pools, and focusing on inclusion alongside diverse recruitment.
In a lighthearted moment, McCall revealed her admiration for the TV show Billions and expressed delight in its return with Damian Lewis. She also provided advice to young women entering the industry, encouraging them to be confident, curious, and find a work culture they enjoy.
Overall, Carolyn McCall’s interview gives insight into ITV’s success, perspectives on current industry challenges, and the commitment to diversity and inclusivity. With the launch of ITVX and continued growth of ITV Studios, the company is poised to lead in the evolving digital landscape.
