ITV Studios is to take its existing digital business to new heights by evolving it into its own label – Zoo 55. Martin Trickey, who joins from WarnerBros International TV Production in January 2025, will be managing director, Zoo 55, reporting to Ruth Berry president, global partnerships & Zoo 55. Graham Haigh, currently EVP digital, will partner with Trickey as COO.
Set to launch in early 2025, Zoo 55 aims to be a leading force in digital entertainment on a global scale – taking ITV Studios brands even further into digital including YouTube channels, social media and streaming platforms. It will exploit more of the 90,000+ hours in the ITV Studios catalogue to see a number of new channels launching across AVOD and FAST, as well as creating environments for audiences to engage with its brands on immersive platforms like Roblox, Fortnite and Minecraft. As part of the launch plans, Metavision, the creative agency and studio led by Ashley Lewis, will migrate from ITV PLC to under the Zoo 55 banner.
ITV Studios’ digital portfolio has reached over 2bn views on YouTube alone this year and close to 8bn views across all platforms, through channels such as The Voice Global, Hell’s Kitchen, Celebs Up Close, and Our World. The existing FAST channels suite has garnered many millions of viewing hours this year, across channels such as The Graham Norton Show, Come Dine With Me, River Monsters and Taste.
Trickey said: “To be in at the start of any new venture is exciting but being asked to take the managing director role at Zoo 55 is an unparalleled opportunity. I know that with Ruth’s guidance and Graham’s experience we can grow Zoo 55 into a formidable business.”
Ruth Berry added: “It is such an exciting time to be taking this area of the business to a whole new level – we’re ready, we’re experts at selling to audiences who come to the same places for the content they love, but more and more our end viewer is on the move so we want to engage with them in different ways wherever they are. Martin and Graham will be a dream team taking the business forwards as Zoo 55. Without a doubt, this venture works hand in glove with Global Partnerships as the streaming world expands across Free and Pay worlds. In part it’s an evolution of our windowing strategy and the teams being in lockstep is critical.”
