Media Lifeline: ITV's online content

ITV has spent the past few years trying to build revenues beyond TV advertising.

July 2007: ITV launches the ITV Player on to provide viewers with the chance to catch up with programmes up to 30 days following transmission. However, the full launch of the BBC's iPlayer, on Christmas Day of the same year, seems to steal some of ITV's thunder as the corporation's video-on-demand brand becomes synonymous with downloading of professional video content.

October 2008: While ITV's revenues are hit by the downturn, there is modest growth in online revenues, including advertising, to £25 million. However, this is a small proportion of total revenue. This is despite an increase in levels of viewing of content including Coronation Street and The X Factor that takes the number of unique visitors to to 8.2 million in October.

December 2009: Momentum seems to be behind the ITV Player with news that views on have more than doubled year on year to 200 million. The broadcaster, which has just hired Archie Norman as its chairman, hopes that this, in turn, will help to increase ad revenues.

June 2010: ITV hires the former GCap chief executive Fru Hazlitt to the new role of managing director of commercial and online as it looks to boost its online operations. She later appoints her former GCap colleague Robin Pembrooke as the managing director of as ITV looks to extend its online content and create new partnerships to distribute this.

August 2010: The first fruits of this appear when ITV announces that it has signed a deal to make the ITV Player available on the Sony PlayStation 3 console, following the BBC iPlayer in offering its content via the console. Other partnerships are also in the offing with the ITV Player set to become available on the Freesat platform in October.

Fast forward ...

March 2012: Growth in views of ITV online content has reached unprecedented levels following a push of its multiplatform strategy. An interactive Piers Morgan app depicting the presenter's face on a punchbag rides to number one in the download chart.