Production company aims for greater digital engagement with extensive historical archive
Digital distributor Merzigo has tied with ITN to expand the online reach of the latter’s extensive royal family and news archives.
Under the agreement, Merzigo will aim to identify audiences and revenue streams on YouTube and Facebook for ITN’s more than 1m video clips of the royal family and its major historical milestones, which date back to the organisation’s first broadcasts in 1955.
The rollout will include the Royal Family Archive channel and the Royal Fashion Channel on both platforms, plus an ITN Archive presence on Facebook. Through the partnership, Merzigo will repackage and enhance the footage for social and video-sharing platforms.
Merzigo’s managing director EMEA Valerio Motti said ITN’s royal family collection includes is content of “real cultural importance” whose 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,” he said.
Director of digital at ITN Productions George Cudmore added: “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.”
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