Sales Talk: ITV Studios’ Ruth Berry on British boom & Ben Whishaw fandom

Ruth Berry

Buyers, hungry for new content, are making their way to the UK capital for meetings, presentations and drinks – or logging on from across the globe – all this week, as London TV Screenings gets underway tomorrow.

With so many new productions being showcased, TBI has been checking in with execs from international distributors of all sizes as they share the best new shows on their slates, along with the top trends to watch out for in 2022.

David Tennant, star of ‘Litvinenko’


What’s your standout show for London TV Screenings and why?

Litvinenko – not only is it a fascinating story of our time and current geo-political situation, it’s incredibly told, powerfully acted and a truly fitting testament to the man himself. Must watch television at its best.

What show are you most looking forward to in 2022 (not including your own)?

This Is Going To Hurt – I loved the book and its honesty, and I’m a Ben Whishaw fan.

What single distribution trend will define the next 12 months?

Streaming competition – especially on a local level as traditional domestic broadcasters further innovate into streaming services with their content, and global streamers focus on local acquisitions and production, be that in SVOD or AVOD.

This Is Going To Hurt

Three words to describe the global distribution industry right now are…

Exciting. Competitive. Consolidating.

Which country’s programming will boom this year & why?

British – a large share of the US content market is integrated into studios’ streaming platforms globally and not available to acquire. That, coupled with the growing strength of British programming, especially drama, elevates it into a premium spot that continues to deliver great audiences around the world.

Rewind to this time in 2018. You have the same knowledge as you do now – what would be the first thing you’d do?

Build an office at home! And pivot content faster towards streaming platforms both locally and globally.

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