The document provides details on ITV's plans to expand into the US television market by launching ITV America. Some key points: 1) ITV is the largest commercial television network in the UK and wants to leverage its brand and programming internationally. 2) The US market was selected for its large size, cultural similarities to the UK, and potential for advertising revenue. 3) The launch of ITV America will involve securing promotional partnerships, bringing over popular UK programs, and creating customized advertising for the US audience. 4) An extensive marketing campaign utilizing television, online, print, and celebrity appearances is planned to build awareness of the new channel.

1. International Marketing ITV AMERICA – A greaterview By: Michael Lam Andy Lo BJ McCahill Jeremie Mairesse

3. Country Selection - USA Expansion

4. Competition

5. Launch & Promotions

7. Legal name is channel 3

8. ITV launched in 1955 after the 1954 television act – which allowed commercial television.

9. 1990 Broadcast Act allowed regional companies to merge

10. 1994 Granada buys LWT

11. 2000 Granada owned 6 regional licences and Carlton owned 5

12. This led to 2003 Communications Act – Competition Commission approved merger plans.

14. ITV plc is listed on London Stock exchange – is a constituent of the FTSE 250 Index

15. 2008 Figures:

16. Revenue: £2,029 million

17. Operating Income: £2,647 million

20. 5.8% share of aged 16-34 viewers - second to Channel 5 which has 6.6% share.

23. Large proportion of programming is in-house produced

26. Has developed strong inroads into online technology and can expect it to become significant part of business in the future

27. Can use low cultural distance between US and UK in terms of language barrier and entertainment tastes

29. Failure to understand foreign market during global expansion leading to commercial and creative loss

31. Produces and sells programmes for broadcasters in many territories including: US, Belgium, Hong Kong

32. Recently penetrated Singapore’s TV market

33. Global content revenue was £622 million in 2008 – a growth of 10%, increasing a further 11% in 2009

35. ITV Studios is known by its former name Granada when it produces programming for foreign territories

36. Successful German versions of “Come Dine With Me” (“Das Perfekte Dinner”) and “I’m a Celebrity”

38. GDP: $14,441 trillion (2008 estimate)

39. 99% of American households have a TV set

40. Children watch TV 4 hours/day average => 18,000 hours by the time they graduate

41. Number of TV sets per U.S. household average: 2.24U.S.

42. Homes with three or more TV sets: 66%

43. Americans who pay for cable TV: 56%

44. For wired households, the US still holds a lead over the UK in broadband penetration of 62.5% vs. 55.7%SCORE: 5

45. Matrix Factors: Market Size

47. Household Income Average: $46,326

48. 20% Top from $92,000+

49. Buying Structure (Score: 5)

50. Average US hour of TV had 13:54 minutes of commercial messages in 2009

51. Average 30-minute US show now includes 8 minutes of advertisements

52. UK average of 7 minutes per hour, with limits of 12 minutes for any particular hour

54. Stagnating: GDP growth: 0.4% in 2008; -0.7% in 2009

55. Rise due to broadband and satelite services:

56. Broadband is one of the fastest adopted products/services in the history of this country

57. The DSL and cable operators have been aggressively pushing the market over the past year and half

58. Country Risk/Openness/Economic Risk (Score: 4)

59. Politically stable

60. Free market economy

62. Competitive Strength

64. Barriers to Entry are high but we have strong knowledge and capital to pierce through.

65. Rivalry is by far the toughest, but if we target our market right we can still find the right niche-market.

66. UK content serves as a point of differentiation

67. Only one other British channel available in US marketSCORE: 3.5

69. Launched in March 1998-now reaches over 65 million homes on both satellite and cable

70. Originally aimed at British citizens living in US

71. Uses Video-on-Demand system as well as iTunes TV store for additional content

73. Inexperience with ad sales

74. Unclear channel identity without target demographic in mind

75. Programming does cater to an older audience which in America tends to be more xenophobic than youth

76. Difficulty creating loyal viewers with scattered programming

79. Programmeselection based upon cultural relevance in US

80. Much of the network remains standardised apart from new promotions

81. Advertising has to change because most is done on ITV Channels which have a large audience in the UK

82. New channel won’t have built in audience so channel and shows must be promoted elsewhere

84. Posters

85. Subway Ads

87. One of America's oldest television networks, launched in 1941

89. Recent Network Developments:

90. Comedy Central launched April 2009

91. Cable broadcaster Scripps Network Interactive are looking to launch Food Network throughout Europe in 2010.

92. Also approach E! and Bravo which share similar core audience to ITV America

94. YouTube recently signed deal with Channel 4 allowing online full-length programs

96. Cheryl Cole

97. Colleen McLoughlin Rooney

98. Harry Hill

99. Katie Price

100. Simon Cowell

101. Piers Morgan

102. DanniiMinogue

103. Peter Andre

104. Ant & Dec

105. Holly Willoughby

107. The Tyra Banks Show

108. TV Guide Network

109. The Ellen Show

110. Jimmy Kimmel Live!

111. Bonnie Hunt Show

112. Late Late Show

113. Chelsea Lately

114. Extra

115. The Soup

116. The Insider

117. Entertainment Tonight

118. Good Day LA

119. Print/Online Publications

120. OK! Magazine

121. Sharon Waxman

122. People Magazine

123. The Wrap

124. US Weekly

125. Deadline Hollywood

126. Life & Style

127. The Daily Beast

128. Vanity Fair

129. Harper's Bazaar

131. Harry Hill guest spot on sister program The Soup

132. Katie Price interview and photo spread in OK! Magazine US edition

133. Jack Osbourne interview segment with Chelsea Handler on Chelsea Lately

135. Market segments targeted by ITV America and Topshop are similar

136. UK celebrities have been known to do billboard campaigns for many fashion brands in Britain, why not the USA?

137. The British Invasion / The British Are Coming

139. Possible expansion into additional US TV markets

140. Possibility to create programs wholly by ITV America