The British format giant — behind such shows as 'Love Island,' and 'I'm a Celebrity...Get Me Out of Here!' — is looking to extend its non-scripted empire online.
“I’m so fortunate to be able to work with such incredible brands and refresh them and keep them fresh,” Berry said. “We are looking at how we can extend those brands and reach other audiences. [We] are starting to look at how those brands live and breathe beyond the TV screen.”
ITV reality shows are already omnipresent in the fast-growing business of online ad-supported TV, so-called FAST channels, with Berry highlighting recently-launched FAST channels for unscripted staplesOn stage, Berry announced a rebrand of ITV’s sales division, which will see its finished tape business, formerly named global distribution, and its formats business, called global entertainment, folded into a singular operation, global partnerships, which Berry will run as managing director.
“We are bringing together the formats and the finished businesses to create a singular multi-genre, multi-brand, multi-dimensional commercial business to the heart of the studio, be that deficit financing or licensing rights to scripted slates,” Berry said. “From rolling out new formats to merchandising and the metaverse, my role really is to wrap my arms around all of that, as much as I can, and marry it up and align it to our buyers and the market.
Prior to joining ITV Studios, Berry was at Shine International, where she was senior vp and head of EMEA , and at The Walt Disney Company, where her roles included head of branded services and digital media distribution, EMEA.
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