ITV’s Crozier: Collaborative Media Partnerships Are Key

Adam Crozier, the Chief Executive of ITV reveals in an interview in The Guardian that collaborative partnerships will be vital to the future of the broadcaster – and in a multi-channel and ‘non-linear’ world, content owners and distribution channels will have to look at challening new models, including working with brands and organisations traditionally viewed as their media rivals. This reflects the broader trend for collaboration and partnerships to be increasingly seen as the key driver for innovation (see my earlier post on this trend at

The rise of marketing collaboration goes hand in hand with the rise in social media too. Facebook and Twitter are increasingly vital to the broadcaster – with Crozier pointing out that ITV’s reality show ‘The Only Way Is Essex’ receives as many viewers online as it does from the initial transmission. With ITV showing a robust return to profitability, Crozier signposts the importance of media brand partnerships; “Content producers are going to open up a direct conversation with us and viewers – platforms can help deliver a managing environment for that. For many companies in this space collaboration and partnership will be key”. Like other media brands, ITV is searching not just for a new ‘revenue model’ but increasingly a whole new way of creating, distributing and commercialising media content. As newspapers, magazines and music businesses have discovered making money ain’t what it used to be.  And you cannot take comfort if you do not work in the media business either.  The Harvard Business Review recently noted that the media is just ‘the canary’ – an early warning signal for marketers in other industries to note. Revenue and technology challenges have created a storm that is sweeping through the media industry and it’s heading to a business near you too. HBR’s Saul J Berman points out; “No matter how bad the last few years have been -take solace from the fact you do not work in the media industry”. He sees the hard reality as being comprised by a mix of; shrinking revenue, dizzying technology, defecting users combined with massive consumers expectations. These trends hit the technology and media industries first because information is so easily digitised but all industries will face the same challenge : more intermediaries, rapid changes, declining consumer loyalty. Crozier believes that partnerships and collaboration can be the key for media brands – and I agree. Partnerships are not the single, easy to develop, perfect solution but when pioneered professionally – they offer a collaborative advantage that is difficult to replicate. For the full interview with Adam Crozier see – Media Guardian.  Adam Crozier: ITV embracing digital but traditional TV still vital.

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London.

3 thoughts on “ITV’s Crozier: Collaborative Media Partnerships Are Key”

  1. Hi there this is kinda of off topic but I was wondering if blogs use WYSIWYG editors or if
    you have to manually code with HTML. I’m starting a blog soon but have no coding knowledge so I wanted to get advice from someone with experience. Any help would be greatly appreciated!

    1. Hi,

      But you’re computer support!?!

      Anyway – if you WordPress or Blogger you WILL NOT NEED any advanced computing skills. I used to run blogging and content teams and my advice was if you can drive Powerpoint and Word then you can blog. A basic template is free from WordPress and you can get a domain for about £20 a year. As time goes on you can add various capsule and features – but to be honest, you should be able to set up and write your first blog, in a decent looking page in about 30 minutes.



Thanks for reading. Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: