ITV is preparing to overhaul its website next year to introduce more social media features and a greater emphasis on its most popular TV shows with a “fewer, bigger, better” strategy. “Project Penguin” will see ITV.com’s content management system restructured and new discussion and content-sharing features introduced, MediaGuardian.co.uk can reveal. This follows the rebranding of the broadcaster’s online video catch-up service as ITV Player last week.

Figures announced by ITV Director of Online, Ben McOwen Wilson, show that visitors to ITV.com have increased by 270 per cent since the re-launch in August 2007, with 9.4 million unique users and 134 million page impressions in November.

In November 2008 video views on ITV.com increased to 15.7 million, up 598 per cent year on year and a million on the previous month. The video consumption across the site has seen 69 million videos viewed since re-launch in August 2007.

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