Title
ITV uses Databricks to modernize and optimize operations
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Description
ITV, the British public broadcast television network with nearly 40 million viewers, built a data mesh architecture on the Databricks Data + AI Platform with Delta Lake and Unity Catalog to connect its marketing, commercial advertising and product experience domains. This took the company from zero to a fully functional data platform within weeks, cut marketing campaign planning from months to minutes, and improved regulatory compliance and data access auditability.
…bricks Data + AI Platform. Empowering digital transformation with the lakehouse With nearly 40 million viewers, ITV generates vast amounts of content data each day. The company formerly relied on multiple legacy data platforms, which resulted i…
…experience for millions Deployed A fully functional data platform within weeks Optimized Marketing campaign planning from months to minutes Better Compliance with strict regulations and privacy requirements Over the pas…
Company
ITV
…access a wide range of high-quality programming at any time and on any device. ITV is a British public broadcast television network that has been in operation since 1955. It offers a range of programming through its platform, both live and recorded,…
Industry
Media & Entertainment
…he things we want to do in the future," says Burnichon. Share this post Details Industry : Media & Entertainment Cloud : AWS Ready to get started? Try Databricks for free Learn more about our…
Problem
ITV formerly relied on multiple legacy data platforms, which resulted in data fragmentation. Its data team was similarly fragmented across marketing, commercial advertising and product experience with its own technology stack. When the company launched its new digital strategy, it became clear it would need to modernize its platform and undergo a massive digital transformation with data at the core.
…nearly 40 million viewers, ITV generates vast amounts of content data each day. The company formerly relied on multiple legacy data platforms, which resulted in data fragmentation. Its data team was similarly fragmented across marketing, commercial advertising…
…h its own technology stack. When the company launched its new digital strategy, it became clear it would need to modernize its platform and undergo a massive digital transformation with data at the core. ITV sought a platform that would allow it to consolidate its data sources and u…
Solution
ITV sought a platform that would allow it to consolidate its data sources and use analytics, machine learning, rule-based algorithms, and other tools to understand viewer expectations and behavior and improve the user experience. ITV used the Databricks Data + AI Platform to power a data mesh framework connecting its marketing, commercial advertising and product experience domains, relying on Delta Lake for storage and Unity Catalog for centralized governance.
…ts platform and undergo a massive digital transformation with data at the core. ITV sought a platform that would allow it to consolidate its data sources and use analytics, machine learning, rule-based algorithms, and other tools to understand viewer expectations and behavior and improve the user experience. In addition to its role as a broadcast television network, ITV is also an adver…
…bricks made sense for us." Building a data mesh architecture with Unity Catalog ITV used the Databricks Data + AI Platform to power a data mesh framework to connect its three disparate domains — marketing, commercial advertising and product experience. Each domain includes a cross-functional team of data scientists, engineers and…
…eloped — it's the perfect place to help us deliver value to the business." To create its data mesh, ITV relied on open source Delta Lake for its storage layer and Unity Catalog for its centralized governance layer. "Before Unity Catalog, access to data was a challenge for us, especially becaus…
Business value
Deploying Databricks was fast, going from zero to a fully functional platform in just a few weeks. The lakehouse empowered the marketing department to leverage data to create and deliver marketing campaigns in minutes rather than the months previously required, and Unity Catalog helped meet strict compliance and privacy standards, providing audit information in a matter of hours.
…data platform and implement a data mesh architecture. According to Burnichon, "Deploying Databricks was fast – we went from zero to a fully functional platform in just a few weeks. Without Databricks, it would have taken a lot of time, effort and money to brin…
…experience for millions Deployed A fully functional data platform within weeks Optimized Marketing campaign planning from months to minutes Better Compliance with strict regulations and privacy requirements Over the pas…
…now, with Unity Catalog, it's possible to do so quickly. Burnichon says, "If somebody from compliance asks us to provide that data, we can do so in a matter of hours." Finally, Unity Catalog's governance capabilities have set ITV up for futu…
AI capabilities
Predictive Analytics
…. ITV sought a platform that would allow it to consolidate its data sources and use analytics, machine learning, rule-based algorithms, and other tools to understand viewer expectations and behavior and improve the user experience. In addition to its role as a broadcast televis…
Technology
Delta Lake, Unity Catalog
…eloped — it's the perfect place to help us deliver value to the business." To create its data mesh, ITV relied on open source Delta Lake for its storage layer and Unity Catalog for its centralized governance layer. "Before Unity Catalog, access to data was a challenge for us, especially becaus…
Deployment model
AWS
…ture," says Burnichon. Share this post Details Industry : Media & Entertainment Cloud : AWS Ready to get started? Try Databricks for free Learn more about our product Talk…
Deployment options
cloud
…ture," says Burnichon. Share this post Details Industry : Media & Entertainment Cloud : AWS Ready to get started? Try Databricks for free Learn more about our product Talk…
Headline outcome
…experience for millions Deployed A fully functional data platform within weeks Optimized Marketing campaign planning from months to minutes Better Compliance with strict regulations and privacy requirements Over the pas…
Capture details
- Captured
- 19 Sept 2026, 19:42 UTC
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- fetch-strip@1
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- e62bbbe59a1d4638e34d74b6e71a8cc102cc3e2ea68bde522cf648289bf173fe