In a powerful defence of traditional broadcast television, ITV's Managing Director of Media and Entertainment, Kevin Lygo, has issued a rallying cry for the creation of more 'mass appeal' shows. He argues that the unique, shared cultural experience they provide is something niche streaming services simply cannot replicate.
Lygo pointed to the phenomenal success of ITV's The 1% Club, hosted by Lee Mack, as the gold standard for this kind of programming. The quiz show has become a ratings juggernaut by captivating a broad, mainstream audience, a feat he believes is increasingly rare in the fragmented digital age.
The Streaming Shortfall
While acknowledging the quality of content on streaming platforms, Lygo was blunt about their limitations. "You watch a great series on a streamer, and it's a slightly solitary experience," he stated. He contrasted this with the national conversation sparked by a major terrestrial TV hit, where watercooler moments are created and everyone feels part of a collective event.
His comments highlight a growing tension between the targeted, algorithm-driven content of streamers and the broad-church approach of traditional broadcasters like ITV, the BBC, and Channel 4.
A Challenge for Commissioners
Lygo's speech serves as a direct challenge to his own team and commissioners across the industry. The push is now on to develop and greenlight projects with the potential to capture the nation's imagination, rather than catering to specific, smaller demographics.
This strategy, he contends, is not just culturally important but commercially vital for free-to-air broadcasters whose business models rely on large, engaged audiences.
The message is clear: in the battle for viewers, the industry's superpower is its ability to bring the country together. The future lies in creating the next generation of must-watch, shared television events.
