Former Bloomberg exec charged with formulating ITV's regional business plan

UK's ITV Worldwide has charged newly-appointed regional director James Ross, a former Bloomberg executive, with formulating its business model as it expands into the region.

The move is expected to see Granada International, part of ITV Worldwide, develop licensing activity and work with broadcasters to localise reality and gameshow formats for Asian audiences. The company already provides content to Asian broadcasters, including Hell's Kitchen USA to The Asia Food Network.

ITV is also exploring the possibility of launching its own channels in Asia and developing TV broadcast services for mobile phones, an initiative already underway in the UK.

"The UK management believes that the amount of business in Asia is only a fraction of what it could be," said Ross, who spent 10 years at Bloomberg Television in Hong Kong, most recently as media marketing and distribution director, and a decade in the UK at the BBC before relocating to Asia in 1996. "ITV has a full range of programming, from documentaries to dramas, and we will be tapping into this content base," he said.

"We need to assess the best way to take that content to audiences, whether its through mobile, DVD or starting our own channels in Asia. The fragmentation of audiences is a big issue, and we are carefully assessing the revenue model and whether niche or reaching as many people as possible will be the way forward."

London-based George Sakkalli, VP of international sales for Japan, Russia and Africa, will continue to focus on Granada International's TV sales business and develop new media and format opportunities in Japan.