ITV ups Lynette Kewley to ITVX commercial director

Lynette Kewley

Ahead of the launch of ITVX later this year, pubcaster ITV has appointed Lynette Kewley as director of commercial and propositions for the streamer.

The newly created role will sit in both the streaming and commercial leadership teams, and will see Kewley sit alongside chief product officer Deep Bagchee, director of DTC Technology James Murphy and group chief data and AI Officer Sangeevan Bala in Rufus Radcliffe’s Streaming division.

Kewley currently serves as ITV’s director of strategic partnerships, a role she has held since March 2020. The exec is also ITV’s board representative at YouView, and previously spent two years as head of product partnerships EMEA for YouTube.

In her new position, Kewley will be responsible for optimising all the key elements of ITV’s streaming business, and delivering on the broadcaster’s targets to double digital revenues to at least £750 million, and doubling streaming monthly active users (MAUs) and subscribers by 2026. 

Rufus Radcliffe said: “Lynette is a talented leader with a strong commercial background, and proven experience driving collaboration and innovation cross-functionally within ITV, and with external partners. She is an impressive colleague making an impact across our business and we’re all looking forward to her taking on this new pivotal role.”

Lynette Kewley said: “I am absolutely delighted to have been appointed into this role to help ITV deliver the second phase of our More Than TV strategy. Our ambition to ‘Supercharge Streaming’ is bold and exciting and the launch of ITVX will be the beginning of a new era for ITV. Rufus and Kelly have fantastic teams in place and I am looking forward to working with them all to deliver our fantastic new streaming service later this year.”