Each year, ITV brings together forward thinking and culturally relevant content creators that have become an extension and integral part of the ITV brand. For a while now the way that broadcasters work with creators has been changing, but this session will explore how this relationship has changed and the opportunities that avail for creators today when working with major channels.

We will also look at how, as ‘authenticity’ becomes contested, there is ongoing need for a creator-centric approach in this increasingly metric-driven industry. After all, the way to fight back against content that is perfectly preened to appear authentic is NOT bland, AI-driven posts.