ITV Studios recently launched Zoo 55, its new digital-first label focused on FAST channels, social video, and gaming. As The Drop previously reported, the unit is designed to unlock new value from ITV’s vast content archive while positioning the company at the forefront of digital content innovation. Now under the leadership of Managing Director Martin Trickey (pictured), Zoo 55 is tasked with helping ITV Studios engage younger, platform-native audiences and compete more effectively in a rapidly evolving media landscape.
Trickey, who has worked across gaming, interactive media, and streaming, sees Zoo 55 as an opportunity to maximise the value of ITV Studios’ content library while developing new digital strategies. “YouTube was once a disruptor, but now it’s an essential part of the content ecosystem,” he says. “Broadcasters and production studios are no longer debating whether to embrace digital—they are figuring out how to do it best.”
Unlocking the Archive
One of Zoo 55’s core focuses is leveraging ITV Studios’ extensive archive to meet the evolving demands of digital audiences. With content spanning decades, the challenge lies in identifying which shows have the potential for a second life on digital platforms. Trickey’s team is taking a data-driven approach to surface hidden gems and repurpose them for new audiences.
“There are hidden gems in the ITV archive that are waiting to be rediscovered,” Trickey says. “Our approach is to take a data-driven look at what resonates with today’s audiences. Some of the shows we have could be huge successes again with the right positioning and the right digital strategy.”
FAST channels—free, ad-supported streaming television channels—play a crucial role in this strategy. By curating thematic channels around popular genres or legacy brands, ITV Studios can extend the lifecycle of its content while tapping into new revenue streams. “The FAST model allows us to programme content in a way that feels familiar to traditional TV viewers, while still offering the flexibility of on-demand discovery,” Trickey explains.
Another consideration is how older content is presented to modern audiences. Trickey notes that visual quality and pacing can impact how well legacy shows perform on digital platforms. “Younger audiences expect a certain visual standard. That means we have to think about whether content needs reformatting or whether it can work as it is. A great show is still a great show, but presentation matters,” he says.
Expanding into Social Video
Zoo 55 is also developing strategies for social-first content. Trickey highlights the impact of short-form video and influencer-led formats in driving audience engagement. “There’s a real opportunity in the way younger audiences interact with content,” he notes. “We’re looking at how ITV’s biggest brands can play in that space.”
He points to the Sidemen’s partnership with Netflix as an example of how social-first brands are moving into mainstream platforms. “The boundaries between social creators and traditional broadcasters are blurring,” he says. “We’re learning from what influencers are doing and applying those insights to ITV’s content strategy.”
Social media is not just a promotional tool – it’s becoming a primary platform for content consumption. Trickey acknowledges that for younger viewers, platforms like YouTube, TikTok, and Instagram are their first stop for entertainment. “If you’re not meeting audiences where they are, you’re missing out. The goal isn’t just to repurpose ITV’s content, but to create content that’s tailored for digital platforms from the outset.”
The ability to engage with audiences directly is another major shift. “One of the biggest advantages of digital-first content is the data we get back. We can see instantly what’s working and what’s not, and that allows us to adapt in real-time,” Trickey says. “That level of responsiveness is something traditional TV never had.”
Complementing ITV’s Traditional Business
Despite the shift towards digital, Trickey maintains that linear television remains relevant. “Shared viewing moments still matter. Shows like The Traitors and Love Island continue to generate large audiences,” he says. “There is still a place for appointment-to-view programming, but the way audiences engage with content is changing, and we have to change with it.”
Zoo 55 is positioned as a complement to ITV’s core business, rather than a competitor. “Our job is to take everything that ITV does well—great storytelling, strong IP—and find new ways to deliver it to audiences who might never have engaged with ITV before,” Trickey explains.
Looking ahead, Trickey believes that innovation will be key to success. “We’re experimenting with different content formats, different ways of monetising content, and different ways of distributing it. Digital entertainment moves fast, and the companies that succeed will be the ones that stay ahead of the curve.”
The launch of Zoo 55 represents a significant strategic move by ITV Studios. Under Martin Trickey’s leadership, the division isn’t just about keeping pace with the evolving media landscape – it’s about redefining how a major broadcaster engages with digital-first audiences. “We’re here to innovate, to experiment, and to create something that feels truly fresh,” Trickey says. All eyes will be on Zoo 55 as it looks to shape ITV’s next chapter in the digital entertainment era.
Martin Trickey will be appearing at TellyCast’s How to Make Money in Digital on April 3rd.
