ITV fights for the values of 'proven' media
We do not make content, we make television. We are not traditional media, we are proven media. There is no wastage in TV advertising - only bonus views. These were three of the big messages from ITV, the UK’s largest commercial broadcaster, as it sought to change the language of media this week. Speaking at Mediatel’s Videoscape, executives from the company made it clear that they are tired of the relentless focus on digital platforms and advertisers that achieve only a fract