ITV reveals plans to implement new sustainable content measures on screen

Through the initiative, the company has committed to promoting conversations between creatives and sustainable experts, and to continue using its Climate Content Tracker to review content data regularly and identify ways to promote sustainability to business and inspire audiences.


ITV recently unveiled its new strategies to strengthen support for producers, including access to advice on sustainability topics on and off-screen for all producers, as well as publishing guidance and ideas on how to bring sustainability topics to life in on-screen content. "ITV's commitment to embedding climate content on-screen can be seen across all our genres.  "We focus on informing our viewers about the issues and, importantly, entertaining and inspiring people in ITV’s unique way," Carolyn McCall, Chief Executive of ITV, said.

The components of the initiative will be to support discussions between creatives with comissions and the company's sustainable team for producers and publishing guidance on how to bring the topic to life in their specific programs, hosting sessions to inspire executives to contribute to the cause, and continuing regular review of content data through its Climate Content Tracker, which monitors all mentions of sustainability related topics across all genres. Committing to include climate content across all genres. The new measures align with ITV’s wider commitment to integrate sustainability across the business and inspire audiences to make greener choices, as a signatory of the Climate Content Pledge. The new measures will join existing production efforts, which asks producers for feedback regarding their take on production sustainability.

Over the past year, some of ITV's biggest and most watched shows across Entertainment, Daytime, Current Affairs, Drama and beyond have been at the forefront of putting green choices and issues on screen. Since "Cop26," this has included This Morning broadcasting from their own forest, a 9-year-old climate poet on Britain’s Got Talent and a storyline on air pollution in Coronation Street, while King Charles III recently noted the role Emmerdale is playing in bringing sustainability into the national conversation. Daytime programmes have featured items on sustainable fashion and food, questions on the environment have been included in entertainment quiz shows like The Chase, alongside coverage of the issues at stake in ITV’s current affairs and news output. ITV Regional News has broadcast over 85 hours of climate related content to date in 2022. 
"Love Island" announced eBay as its first pre-loved fashion sponsor. The collaboration reached millions of viewers, with half of those aware of the partnership saying it changed their opinion of pre-loved fashion for the better. As a result of the partnership, 2.7 million are making more effort to shop in a sustainable manner. “From an air pollution storyline on Coronation Street to a young climate poet on Britain's Got Talent, from This Morning broadcasting from their very own forest to Love Island’s groundbreaking fashion partnership with eBay, ITV’s biggest shows have got behind the pledge, bringing the issues and opportunities to life for our viewers.”

We focus on informing our viewers about the issues and, importantly, entertaining and inspiring people in ITV’s unique way.” Carolyn McCall Chief Executive, ITV

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