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Our Vision
The ITV brand is built around three core elements: our vision, our role in society and our values.
Our vision
 ITV's vision is to be the UK's favourite source of free entertainment on television and on all popular platforms and devices. We believe we have something to offer that is distinctively different, that only ITV can do and be.
Our role and purpose
In a time of great social and cultural fears, our role and purpose is to entertain the UK.
We entertain, engage and connect people across the UK and, increasingly, internationally.
We appeal, unashamedly, to big audiences.
We entertain and engage with programmes that people talk about together, whether news events that change the world, talent shows that get everyone voting, sporting competitions that unite the nation or soaps and dramas that grip millions of viewers every week.
We connect people: we're a uniting force in a fragmenting world, bringing together people of every age, region, class and culture, via television, broadband, mobile and developing media.
That's why we're here, and what we're proud to do.
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