ITV
ITV is the UK's main commercial terrestrial television station. It competes with an increasing number of cable and satellite channels and the BBC.
We helped ITV define what corporate responsibility (CR) means for commercial television. The social impact of its programmes - which can raise awareness, influence opinion and change behaviour - is its main CR issue.
For the second year we helped write ITV's CR report. The focus is on its programmes, describing what the company is doing to raise awareness of social issues, to present news in a fair and balanced way and to reflect the diversity of society. The report explores ITV's responsibility to understand public taste and to comply with standards.
The report and CR section of the website use the popular TV show 'I'm A Celebrity . . . Get Me Out Of Here' to examine the CR issues that arise during programme making, from concept to broadcast.
We worked
on ITV's website, writing detailed pages for CR experts and non-specialists.
We helped ITV communicate CR issues to its employees through their intranet.
www.itvplc.com/itv/responsibility
