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Quantifying digital product value in commercial broadcasting: a long-term experimental holdout framework on ITVX

Tech Papers 2026: This paper presents a comprehensive case study and technical framework detailing the post-launch transformation of ITVX, major UK streaming platform, into a high-velocity digital growth engine.

Abstract 

Traditional commercial broadcasting architectures have historically treated digital product divisions as functional cost-centres rather than direct engines of revenue growth. 

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