ITV cashing in with Love Island events for fans

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ITV cashing in with Love Island events for fans


Love Island contestants arrive at Stansted Airport after the final of the show won by Dani Dyer and Jack Fincham. Photo: PA
Love Island contestants arrive at Stansted Airport after the final of the show won by Dani Dyer and Jack Fincham. Photo: PA

Teenage girls wave socks and lip balm in the air as a crowd of 1,000 vies for the attention of Adam Collard and Eyal Booker, two stars of British reality TV hit ‘Love Island’.

The pair duck and weave among the adoring throng in a race to gather the items, one of the games played at Love Island Live, broadcaster ITV’s first meet-and-greet event for fans of a show, held this month in London. “They love the idea of falling in love,” said Jennifer Arundale, 46, explaining the programme’s popularity while her 12- year-old daughter queued for selfies with the cast.

“Coming to meet them is very exciting.”

Events like Love Island Live, which cost £35 per person to attend, are part of ITV’s effort to create new revenue streams as it battles a decline in traditional TV advertising and the rise of streamers such as Netflix and Amazon. It may also help solidify ITV’s relationship with fans to keep the ‘Love Island’ fever alive and translate into larger audiences, while boosting revenue from ITV’s other money-raising efforts from the show. CEO Carolyn McCall wants to grow sales from ITV’s direct-to-consumer business.

Bloomberg

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