Being part of the communities in which we are located has mutual benefits.
ITV has a strong legacy within its regions and in return has generated a very loyal following of viewers, in particularly for local news but also for other programmes based within those regions.
This brand loyalty is important for the growth of our business in a competitive market. The stronger our presence and positive impact, the more loyalty we can generate, increasing viewers and providing a better share for investors.
Building relationships and trust within our regional communities means we are often able to get exclusive information or interesting stories before other national broadcasters. Due to our ongoing and consistent presence, we can portray our communities accurately and ensure our content is relevant for our audiences.
Forming relationships within our communities also allows us to build up a network of local experts and contacts that we can draw upon when needing advice for particular storylines, news items or in sourcing ideal locations for filming. This extensive network across our regions makes us more efficient in terms of speed and reduces costs of recruiting expertise on a national level.
Inspiring and investing in our next generation of talent is a priority in our business transformation plan. Our business relies on the creativity and talent of individuals both in front of and behind the camera. Investing in local talent from a young age helps to develop the personal and technical skills required to work for our company and wider industry in the future. It also generates brand loyalty amongst the individuals and their friends and family.
Understanding our younger viewers and programmes that interest them is essential for business growth, as they make up one of the most valuable audiences to our advertisers , one of our main sources of income. Through our community programmes we can gain insights from this age group whilst teaching them about our industry and inspiring them for the future.
Finally, supporting our colleagues who wish to volunteer within their community improves motivation, engagement and ultimately productivity. Longer term it also improves retention of talent if they feel proud and loyal to ITV.