Community building is key says ITV man

Community building is key says ITV man

Tuesday, October 6, 2015 Totally Gaming
EiG speaker Jason Mills has transformed ITV News' digital offering

Jason Mills, head of digital at ITV News, has told gaming operators that they must learn to understand their community if they are to effectively build their network.

Mills, who propelled ITV News’s website from 500,000 to 14 million unique users per month in three years, will give the gaming industry the benefit of his experience when he speaks at EiG 2015 in Berlin later this month. He will open day one of EiG with a session entitled ‘Strategy: Creating a multichannel experience’ in which he will discuss how ITV transformed its news operation into a multichannel offering, and the importance of mobile and social media in that process.

Mills said that issues regarding communication with users and overcoming legacy issues are just two of the challenges that are faced by both news channels, gaming operators and companies in many other industries.

“I don't think the games industry and the news industry are as far apart as would appear,” Mills said. “We both want to better our connections with our consumers, we both want to maximise our reach and we both face inherent legacy challenges - although TV is longer.

“I'd hope that after attending the session I will lead, those listening will understand that repositioning a legacy business is as much about mindset as it is about money.

“Our challenge at ITV was to move from a singular distribution point (TV) to multichannel without building a whole new team. I'd hope that resonates with some attendees who want to refocus their business model towards a multichannel strategy.”

While many companies request feedback from their customers, Mills said that the key to success is to adequately comprehend the responses. 

“Gaming operators can resonate better with their community by actually understanding them,” Mills said.

“At ITV we're lucky in that we have reporters based and rooted in their community. You've got to talk to them, invite them to respond to content, and understand the data created by their involvement.”

* EiG 2015 will take place at Arena Berlin in Germany from October 20-22. For more information visit


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