Digital media is core to ITV STudios strategy to create best of breed content on multiple platforms and deliver additional benefits and new revenue streams to broadcasters, wireless companies and new content aggregators.

In early 2006, ITV Studios formed ITV Studios Digital Media, motivated by the evolving new media landscape that has become a significant source of ancillary revenues for producers, distributors and networks. Ms. Katrina Moran was appointed Executive Vice President Digital Media, focusing specifically on brand extensions of existing shows, participation TV formats and original digital content.

Through its parent ITV, ITV Studios is already the biggest producer of participation television throughout Europe and the UK with a dedicated channel, ITV Play. In November 2006, ITV Studios announced a joint venture with participation television specialists Play On TV, revealing plans to expand in the rapidly growing US market with a dedication to developing innovative and profitable programming for clients in the USA.