Back for its fourth year, this Palooza was a little bit different.

With the launch of ITVX and an increase in programming investment, this year's Palooza went big on content.

Hosted by Laura Whitmore and Iain Stirling, a packed Royal Festival Hall got a sneak peak of the bumper line-up, with cameos from Anna Maxwell Martin, Dermot O'Leary, Jonathan Ross and Maya Jama, and heard how brands could get involved.

If you weren't able to join us, or need a refresher, here are the highlights.

With the upcoming launch of ITVX, we were able to unveil all the exciting details for the brand new streaming home for ITV.

The launch of ITVX is powered by significant content investment and we’ve been using this to commission brand new shows that are a little different from what you’d expect from ITV. 

• We’ll have weekly exclusives with A-list talent dropping months before being aired on ITV’s linear channels.

• Blockbuster films with 250 at launch and 1000 in the first year.

• A deep archive of boxsets, with more than 350 at launch and another 150 added during the first year.

• An expert editorial team curating topical content to bring it to audiences in new and interesting ways.

• Themed ‘FAST’ channels with 20 at launch.

• Content partnership deals, with the largest independent anime licensor in the UK, and one with CBS Reality for true crime titles.

• Plus all of ITV’s channels will be available live through ITVX - so all the biggest broadcast moments will be front and centre too, available to stream.

ITVX is a free, advertising funded proposition - because that’s what we do best.

To reflect the increased investment in content, we were able to share more upcoming programming than ever before.

Drama

Drama commissioning is increasing by 50%. ITV1 Drama will still be the very best of broad appeal, mainstream programming in this genre. ITVX means we can step outside of that brief and deliver different sorts of series that people might not expect from ITV with edgier casting and commissioning to attract lighter viewers. 

Sport

ITV will continue to be the home of the big sporting moments that bring us together. From the impending FIFA World Cup to exciting new additions like the NFL and LaLiga. ITV has also got the rights to EURO 2024 and 2028 and more Rugby than ever before.

Entertainment

ITV will continue to be the home of Entertainment big-hitters like Saturday Night Takeaway, The Masked Singer, The Master Dance and Britain’s Got Talent. But we’re also constantly evolving - with a show 20 years in the making as returning fan favourites head to South Africa for I’m a Celebrity… Get Me Out Of Here and Gordon Ramsay’s new concept cooking show Next Level Chef.

Comedy

The arrival of ITVX will mean more comedy commissions across a broad range of styles. It’s going to be fresh, diverse, and inclusive. Upcoming comedy will include the final feature length instalment of Plebs, Deep Fake Neighbour Wars, which uses so good it’s scary, AI technology to create the world's most famous celebrities and then gets them squabbling over the most trivial things, and the origin story of national treasure, Alan Carr.

Factual

Next year will bring more documentaries than ever before on a diverse range of subjects. Stephen Fry will be narrating A Year on Planet Earth - a brand new documentary that’s truly epic in both scope and scale. Olivia Attwood’s hugely popular Getting Filthy Rich will return for a new series and Olivia will also be starring in a new series called Perfect, in which she immerses herself in the cash-crazed industry of cosmetic surgery. This is on top of a bumper crop of true crime documentaries.

Reality

Love Island dominated conversation in 2022, and next year it’s back for more with two Love Islands. And of course, more anticipation is building for the return of Big Brother in Autumn. Keep watching this space - Big Brother will be.

Kelly Williams and Simon Daglish shared a raft of exciting announcements with advertisers to help them capitalise on the launch of ITVX and increased investment in content.

Created with Boots Media Group and Tesco agency dunnhumby, the new Matchmaker service will allow FMCG advertisers who supply both retail giants to enhance their VOD targeting with category shopper audiences on ITVX using their loyalty card data, and measure precise sales uplift among those who’ve seen an ad.

We will also be launching a brand new version of our premium advanced advertising platform, now called Planet V 2.0, with beta testing starting immediately. The new pilot platform, entirely owned by ITV, aims to put even more control into buyers' hands.

ITV's AdLabs is launching its new free reporting tool, Share of Voice by ITV, allowing quicker measurement of the impact of campaigns.

With the launch of the new ITVX streaming platform, it was announced that AdLabs' work with more than 100 customers has resulted in 14 new concepts being prioritised, including FAST channel partnerships, in-content shoppable advertising, dynamic A/B testing, and playback control among the first wave of potential  innovations in the New Year.

These new announcements mean clients can use our tools to buy better campaigns - by taking greater control, through better targeting, gaining richer knowledge of audiences and working with us on the very latest concepts we have in beta. 

The launch of our ITVX free streaming service presents a step-change in our commercial offering, meaning we can deliver significant incremental reach in high quality, brand safe content. What it also means is we can provide brands with new ways to deliver their messages to new audiences.

Over the last few years we have been shifting the positioning of ITV. Our values and mission haven’t changed but the brand is now perceived as more accessible and modern. So, in addition to the launch of ITVX, we have reviewed our channel brands. 

This refreshed branding is driven by a future where both broadcast and streaming will be equally crucial parts of how our viewers engage with us.