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Akhila will lead the execution of the distribution strategy of ITVX and ITV channels for all linear and streaming platforms, while managing all aspects of the implementation of the deals and ongoing relationships with partner platforms. 

Actors from ITVX exclusive comedies "Changing Ends," "Significant Other," "Count Abdulla," and "Ruby Speaking" to star in the tongue-in-cheek ad campaign from ITV Creative and directed by Jill.

Ahead of the launch of new streaming service ITVX, ITV’s networks have been given a fresh look too, with new branding, on-screen presentation and idents launching across all on air channels.

ITV has announced the appointment of Mother’s Niki Garner as the new Director in charge of ITV’s in-house advertising agency, ITV Creative. She takes on the role following the departure of Matt Scarff earlier this year.