Robin Pembroke has been appointed as the new managing director of ITV.com, the broadcaster has announced. He is an indirect replacement for Dominic Cameron, ITV’s former director of online, who stepped down in April ahead of the broadcaster’s strategic review.
Pembroke joins from Global Radio, the company that owns the Heart, Capital and Classic FM brands, where he spent three years as group director, online and interactive. Prior to that, he was Director of product operations at Yahoo! Europe. He will report to former radio colleague Fru Hazlitt, now ITV’s managing director of commercial and online.
“ITV.com should be about extending exclusive content, video on demand and monetisation both through the business of advertising and directly from the consumer,” said Hazlett. “It is also vital that we identify the right distribution strategy for the ITV player and effectively integrate the product where appropriate”.
The ITV catch-up TV service has lagged behind the BBC iPlayer and even Channel 4’s 4oD, but with the recent announcement to develop paid-for HD versions of ITV2, ITV3 and ITV4, the broadcaster is beginning to pull its strategy together.