Behind the camera on Emmerdale

Our approach

More than TV: Using the power of ITV to shape culture for good

Here at ITV, we want to continue to build a creative, commercial and global organisation. To do this, it’s essential that we operate as a responsible and transparent business, displaying the values that our stakeholders expect and admire, and continue to build pride and loyalty towards our brand.

As the largest commercial broadcaster in the UK and a growing international business, ITV has the reach, scale and influence to do a lot of good. We have the opportunity to shape society, start conversations and encourage action on the things that matter.

ITV has two main ways for creating positive social impact. First and foremost, changing culture in the UK and wider world: using our programmes and platforms to inspire, influence and change behaviour. Secondly, changing culture through the way ITV operates as an organisation: enabling the creativity of a diverse and inclusive network of colleagues and developing programmes that have the biggest impact on our viewers and the smallest impact on the planet.

Over the last few months, we have refined our Corporate Responsibility strategy and are defining new goals and social cause, all to be announced later in 2019. A new website is being built to support this.

In the meantime, you can still read about our work to date here, structured around our current Corporate Responsibility framework of People, Planet, Partnerships.

If you have any further questions, please contact us at

Our material issues

In 2017 we undertook a materiality assessment, which is a review of the most important issues to our business and our stakeholders. This exercise has helped us to prioritise our most important environmental, social and governance issues according to how concerned stakeholders are about the issue, and the potential operational, financial or reputational impact the issue has on ITV if not managed well. The output from this makes sure our strategy and underlying commitments are focused on the right topics and we report on the most important areas.

Most-loved, most-watched

Our commitments apply to our entire programme schedule but it’s important to focus our efforts where we know we can have the greatest impact.

Some of our most popular programmes in the UK can attract audiences of over 10 million and reach over 80% of the UK population. Whether it’s a one-off show or a longstanding favourite, our approach towards most-loved and most-watched considers not only audience numbers but also the frequency in which a programme airs. We have identified our top programmes by ‘viewer minutes’, that is the average audience multiplied by a programme’s duration across the entire year, and we’re targeting these big hitting shows as a priority.

Our standards and governance

We produce content to entertain a wide range of audiences and doing this in a transparent and accountable way is a fundamental part of how we do business.

Click download to find out more about our standards and governance.


It’s essential that we operate as a responsible and transparent business, displaying the values that our stakeholders expect and admire.Sir Peter Bazalgette, Chairman, ITV plc


Accountability for our Responsibility programme rests with our Corporate Responsibility (CR) Board. The CR Board consists of 13 directors from across the business and is chaired by Andrew Garard, Group Legal Director and Company Secretary, who reports our Chief Executive. Members of the CR Board monitor progress against our commitments and make sure our activities underpin our business priorities.

It’s essential that responsible business practices are embedded into our core business plan. To ensure this happens the Responsibility team works with the CR Board to shape the strategy and support the delivery by the business.

This involves strengthening the ITV brand through strategic CR initiatives, providing effective policies and processes for the business, identifying future trends and showcasing CR best practice in the organisation until they become part of everyday business.

Our vision is to be a responsible television producer broadcaster; known for driving sustainable solutions for our industry and influencing positive behaviour change in society. This means our content needs to reflect and be accessible to modern society, address current social topics, and have a positive impact on our environment and value chain. Like our legal and regulatory obligations, these commitments are fundamental to our long-term business strategy and success.

Collaborative working

The size and scale of our operations means we’re in a position to positively influence our industry and strive for a future that’s both profitable and sustainable.

Our corporate responsibility priorities, by and large, affect our industry as a whole, like increasing employment accessibility to our industry, diversity both on-screen and behind the scenes, improving accessibility of our services and reducing the environmental impact of television production and broadcast. We recognise that to have the greatest impact and deal most effectively with these complex industry-wide issues, we often need a strategic approach. That’s why, over the years, we’ve forged strong partnerships that enable us to work collaboratively and effectively with a range of organisations including other UK broadcasters.

We’re members of Business in the Community, the Prince’s Responsible Business Network. Their members work together to tackle a wide range of issues that are essential to building a fairer society and a more sustainable future.

We’re also part of the Responsible Media Forum, a partnership between 25 leading companies spanning the full range of the media spectrum. The Forum shares and promotes best practice around social and environmental performance, identifies areas for prioritisation and runs collaborative projects and events on key issues.

We are members of the Creative Diversity Network, a network that aims to redress underrepresentation of identified groups in the UK television industry.

We are also members of the albert Consortium, supporting the adoption of best practice in environmental sustainability in the film and television industry.

More on how we work collaboratively with other organisations can be found in the People, Planet and Partnerships sections.

The Social Partnership

Beyond our own actions, it’s important that we engage with all our production partners to support our expectations and commitment to People, Planet and Partnerships.

Beyond our own actions, it’s important that we engage with all our production partners to support our expectations and commitment to People, Planet and Partnerships.

To continue to attract the largest possible audiences our content needs to reflect and appeal to the breadth of audiences that characterise modern Britain; be produced in the most environmentally sustainable way; and address social topics important to viewers.

The Social Partnership commissioning commitments were introduced in November 2014 as the third element in our programme commissioning process, alongside editorial and business affairs. They are designed to encourage conversations amongst senior decision makers at the very start of the programme-making process, enabling us to share our expectations of our three priorities; People (inclusive programming and workforce), Planet (environmental impact) and Partnerships (community and causes).

In 2018 we strengthened and simplified the commitments. For People we are asking producers to commit to a minimum of two production promises on-screen and two production promises off-screen.

For Planet, we are now making it a requirement for our production partners to complete a carbon footprint using the BAFTA albert tool, as well as committing to another one of the four initiatives outlined.

Our social cause strategy at ITV is health and wellbeing and, where relevant and applicable, so for Partnerships we would like producers to talk to us about how they can support this. For example, this could mean normalising discussions around mental health or supporting our large-scale campaigns, such as Soccer Aid.

The focus of our approach is ongoing dialogue and long-term sustainable change for the industry. Our key motivation is to drive discussions at senior level right at the beginning of the production process and to work in partnership with the production community to maximise the opportunities of socially and environmentally responsible programme making.

To find out more about the Social Partnership’s progress and for the latest data see our ITV Corporate Responsibility Summary Report 2017.

Click the Read more button to find out more about the Social Partnership framework.