App success story
(Guardian (UK) Via Acquire Media NewsEdge) ITV yesterday reported a massive increase in its mobile business in its 2012 results, with its ITV Player app downloaded 7.1m times since its launch in 2011, and plans to target smartphone and tablet viewers this year.
Free seven-day catch-ups for everything from Coronation Street to The X Factor are fuelling the growth.
ITV has also quietly introduced a micro-payment service across all mobile devices, allowing viewers to rent its programmes 30 days after broadcast for anything from 99p to pounds 4.99.
The micropayments service, which was launched last summer, has yet to be marketed aggressively by ITV, but it still comfortably surpassed a target of 100,000 registered users by Christmas. "We had 354,000 by Christmas and now have 1 million registered users," said ITV chief executive Adam Crozier.
ITV's online, pay and interactive revenues soared from pounds 80m to pounds 102m last year, driven by a 22% year-on-year rise in long-form video requests, Crozier added, reporting that most viewers are renting entire series, the equivalent of a box set.
(c) 2013 Guardian Newspapers Limited.
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