ITV Studios is launching Zoo 55 to oversee digital initiatives, including YouTube channels, social media and streaming platforms.
Launching in January, it will build on the existing ITVS portfolio of 140 owned and operated channels on YouTube, 18 FAST channels across 17 territories and 100+ platform feeds globally.
Martin Trickey, who joins from WarnerBros International TV Production in Jan 2025, will be Managing Director, Zoo 55, reporting to Ruth Berry, President, Global Partnerships & Zoo 55. Graham Haigh, currently EVP Digital, will partner with Trickey as COO.
Zoo 55 will exploit more of the 90,000+ hours in the ITV Studios catalogue to see a number of new channels launching across AVOD and FAST, as well as creating environments for audiences to engage with its brands on immersive platforms like Roblox, Fortnite and Minecraft.
As part of the launch plans, Metavision, the creative agency and studio led by Ashley Lewis, will migrate from ITV to sit under the Zoo 55 banner.
ITV Studios’ digital portfolio has reached over 2bn views on YouTube alone this year and close to 8bn views across all social platforms, through channels such as The Voice Global, Hell’s Kitchen, Celebs Up Close, and Our World. Its True Lives channel has just extended ITV Studios’ YouTube Play Button Collection. The existing FAST channels suite has had many millions of viewing hours this year, across channels such as The Graham Norton Show, Come Dine With Me, River Monsters and Taste which are carried by partners like Samsung, Freevee, LG, Roku, Pluto and Seven.
Martin Trickey, said ““To be in at the start of any new venture is exciting but being asked to take the Managing Director role at Zoo 55 is an unparalleled opportunity. I know that with Ruth’s guidance and Graham’s experience we can grow Zoo 55 into a formidable digital content business.”
Ruth Berry, said “more and more our end viewer is on the move so we want to engage with them in different ways wherever they are. Martin and Graham will be a dream team taking the business forwards as Zoo 55. Without a doubt, this venture works hand in glove with Global Partnerships as the streaming world expands across Free and Pay worlds. In part it’s an evolution of our windowing strategy and the teams being in lockstep is critical.”
Graham Haigh, said “We’ve spent the last few years building a robust, successful digital business, taking our super brands and IP onto new platforms and delivering new audiences in this space. To evolve this work into the launch of Zoo 55 is incredibly exciting and I’m really looking forward to partnering with both Martin and Ruth to drive further growth in this ever-changing space”
In his former role as Group Head of Digital at WarnerBros International TV Production, Trickey was responsible for developing and implementing the International production Group’s digital strategy, as well as digital content for brands, broadcasters and streamers. He provided strategic direction, insight and connection to platforms such YouTube, Snap, Meta and TikTok.
He worked across well known titles such as The Voice, Super Nanny, First Dates and The Bachelor planning and executing the monetisation of IP. He also led the global social media marketing team as they explored new content types, revenue models and ways to reinvigorate and reinvent existing brands. Prior to this, Trickey was Creative Director of Twofour Digital, part of ITV Studios and Head of Cross Platform Production for the BBC. He began his time at the BBC in 2007 as Comedy and Entertainment Commissioning Executive BBC and held the position for four years.
In his role as EVP, Global Digital Partnerships, Trickey has been instrumental to the expansion of ITV Studios’ global Direct to Consumer and digital content strategies, interfacing with partners such as Samsung, Google, Meta, Amazon, Pluto and TikTok to create product offerings in the social, FAST and AVOD space.
Pippa Considine
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