Merzigo has partnered with ITN to develop new digital audiences and revenue opportunities around the UK production company’s Royal Family and news archives.
Under the agreement, Merzigo will use its distribution technology and expertise in content optimisation, audience development and monetisation to curate ITN archive footage for dedicated destinations on YouTube and Facebook.
The initial rollout will encompass the Royal Family Archive channel on YouTube and Facebook, the Royal Fashion Channel on both platforms and an ITN Archive presence on Facebook. The channels will draw on ITN’s coverage of Royal milestones, fashion and major historical events. Merzigo will repackage and optimise the footage for viewing across social and video platforms, with the aim of improving its discoverability and engagement among contemporary audiences.
Valerio Motti, managing director, EMEA at Merzigo, said: “ITN holds one of the most significant TV archives in the world. Its Royal Family collection and news coverage document the moments that defined Britain and shaped global history. This is content of real cultural importance, and its value grows with time. By combining ITN’s archive channels with Merzigo’s expertise in digital distribution, audience development and monetisation, we can give these historic moments a permanent home on the platforms where people now watch, and create lasting value from a world-class collection.”
The partnership forms part of the direct-to-consumer strategy led by ITN Productions’ digital division. The business manages a portfolio of digital channels drawing on ITN archive material across genres including entertainment, crime and Royal content.
George Cudmore, director of digital at ITN Productions, said: “This collaboration marks an exciting step forward to accelerate ITN’s digital growth strategy. ITN holds one of the world’s richest collections of archival content, spanning decades and genres. In harnessing Merzigo’s strong track record of building, growing and engaging digital communities, we are excited to bring to life more of our archive to new audiences in innovative ways across our multiplatform digital channels.”
