Interesting take on things, but must admit I’m inclined to disagree with you though …
For a start, I’m not sure how relevant it is to bring up ITV Digital. Not only was that many years ago and under entirely different management, but that was a platform as opposed to a channel after all, and the reasons for its failure are fairly well documented. When it comes to channels though, ITV is pretty successful. I think I’m right in saying its digital channels (certainly ITV2) out-perform just about every other channel on most platforms, with the exception of the main PSBs.
Not sure a joint venture would be considered either. While it might make good business sense (as has been shown to be the case with UKTV), I’m not convinced ITV would necessarily feel the need to go into partnership with another company in order to make a success of ITV Encore. I’m fairly certain the main reason behind the BBCW/Flextech and now BBCW/Scripps partnership is because the UKTV channels operate on a commercial basis and carry advertising within the UK, which is at odds with the BBC's licence-fee funded operations elsewhere in the UK, hence the need for an arms-length approach. The same issues don’t really apply to ITV though?
And besides, the new channel will presumably benefit from heavy cross-promotion on other ITV channels, and ITV hasn’t normally struggled to get advertisers/sponsors on board for any of its programmes or time-slots either (although I’m pretty sure it will be briefing media agencies round about now).
But like you say, acquiring decent content for the channel will be key, if it is to attract paying customers and avoid being seen as just another channel showing repeats ...
Last edited by Telly Media on 11 February 2014 11:40pm