ITV restructured their rights management and archive teams to be under the same structure in order to better link the commercial potential of ITV's archive with its rights management resources. This included prioritizing efforts to transform the archive, engaging teams, aligning archive operations with corporate strategy, gaining stakeholder support, and backing from management. The result was improved ability to determine if archive content could be sold, what has been sold in the past, and increased picture and metadata to showcase archive holdings and opportunities.