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ITV Bosses Predict Post-Strike Commissioning “Blip” & Describe Generative AI As A “Co-Pilot” For Creatives
ITV's Carolyn McCall spoke strikes, generative AI and streaming after results showed profits tumbled.
Speaking after the publication of ITV’s full-year results, which saw profits tumble by 32% amidst a tricky ad market, McCall said a factor “never really talked about” in relation to last year’s months-long U.S. labor strikes is that “commissioning conversations could not happen and we were not allowed to pitch ideas or discuss anything that would build a pipeline.” The writers and actors strikes debilitated commissioning around the world and U.S. buyers are only just returning to a semblance of normality, while many major media congloms are posing existential questions over their place in the market. The pair were speaking a few weeks after Slow Horses director James Hawes unveiled research showing that AI could write the entirety of a TV soap within three to five years, which comes after the BBC axed Doctors and Channel 4 parred back Hollyoaks.
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