ITV Studios has announced the upcoming launch of Zoo 55, a new digital label set to elevate its digital content strategy to unprecedented levels, with plans to expand across social media, streaming, and immersive platforms. Zoo 55, which will be led by Martin Trickey, former Group Head of Digital at WarnerBros International TV Production, is expected to debut in early 2025, aiming to position ITV Studios as a global leader in digital entertainment. Trickey will assume the role of Managing Director, reporting to Ruth Berry, President of Global Partnerships & Zoo 55. Joining Trickey is Graham Haigh, EVP Digital, who will support Zoo 55 as COO.

Zoo 55 will drive ITV Studios’ digital reach across platforms, building on its robust existing portfolio of 140 YouTube channels, 18 FAST (Free Ad-Supported Streaming TV) channels, and more than 100 global platform feeds. The label’s initiatives will include new AVOD (Ad-Supported Video on Demand) and FAST channels, leveraging ITV Studios’ extensive catalog of 90,000+ hours to engage audiences across an expanding digital landscape. Beyond streaming, Zoo 55 will explore immersive media, enabling fans to engage with ITV Studios brands on platforms like Roblox, Fortnite, and Minecraft. As part of Zoo 55’s launch, Metavision—a creative agency and studio led by Ashley Lewis—will transition from ITV PLC to Zoo 55’s portfolio, further enriching its creative scope.

ITV Studios’ digital channels have demonstrated significant engagement, accumulating over 2 billion views on YouTube this year and nearly 8 billion views across all social platforms. Popular digital channels include The Voice Global, Hell’s Kitchen, Celebs Up Close, and Our World. The True Lives YouTube channel recently crossed 1 million subscribers, earning a Gold Play Button Award. ITV Studios’ FAST channels, featuring shows like The Graham Norton Show, Come Dine With Me, and River Monsters, have logged millions of viewing hours in partnership with platforms such as Samsung, Freevee, LG, Roku, and Pluto.

Martin Trickey expressed his enthusiasm about leading Zoo 55, stating, “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, President of Global Partnerships & Zoo 55, highlighted the strategic timing for this new venture, explaining, “It is such an exciting time to be taking this area of the business to a whole new level. We’re experts at reaching audiences wherever they consume content, but now we want to engage with them in more dynamic ways wherever they are. Martin and Graham will be a dream team taking Zoo 55 forward. This venture works in close synergy with Global Partnerships, allowing us to adapt to the growing streaming world across free and pay models.”

Graham Haigh, COO of Zoo 55, commented on the company’s evolution, saying, “We’ve spent the last few years building a robust, successful digital business, taking our super brands and IP onto new platforms and engaging new audiences. Transitioning this work into the launch of Zoo 55 is incredibly exciting, and I’m looking forward to partnering with both Martin and Ruth to drive further growth in this ever-changing space.”

Trickey’s background, as Group Head of Digital at WarnerBros International TV Production, positions him well to steer Zoo 55. At WarnerBros, he was instrumental in developing digital strategies for internationally recognized titles like The Voice, Super Nanny, First Dates, and The Bachelor, working with platforms such as YouTube, Snap, Meta, and TikTok. Trickey’s extensive experience also includes roles as Creative Director of Twofour Digital at ITV Studios and Head of Cross-Platform Production for the BBC.

Haigh’s accomplishments as EVP, Global Digital Partnerships, include expanding ITV Studios’ direct-to-consumer and digital content strategies, working with major partners such as Samsung, Google, Meta, Amazon, Pluto, and TikTok. Together, Trickey and Haigh are expected to drive Zoo 55’s mission to new heights, capitalizing on the digital transformation and deepening ITV Studios’ connection with audiences worldwide.