In February, 2017, Soumya Sriraman was appointed North America President, BritBox, a joint venture between BBC Studios, the commercial arm of BBC, and ITV, the UK's biggest commercial broadcaster. Sriraman is responsible for the overall strategy and operation of BritBox, with a focus on bringing the best British content to the service through acquisitions, licensing, co-productions, and key partnerships, with an emphasis on reach, engagement, and retention.