ITV announces free-to-air lifestyle and reality programming channel, ITVBe
ITV has announced the launch of a new free-to-air channel, ITVBe, following the news that it is to create a paid-for channel with Sky.
Set to launch before the end of 2014, the new channel will air lifestyle and reality programming, acting as a companion to ITV2 and becoming the home of The Only Way is Essex.
Adam Crozier, chief executive of ITV, said: “ITVBe will be a terrific new addition to our family of channels. It reinforces our plan to maximise audiences and revenues from our broadcasting business. Alongside our recently announced new pay channel ITV Encore, this is another important step forward in our strategy to become the most watched, most loved and most talked about family of free and pay channels for every household and every advertiser in the UK.”
The new channel, which is likely to appeal to a younger, female audience, will also feature acquired content, including the US Real Housewives franchise.
Peter Fincham, director of television at ITV, added: “Expanding ITV’s family of channels to introduce a new free-to-air, female skewing channel focusing on entertainment and reality means our viewers will have access to even more great content. We identified an opportunity to develop what is currently part of the ITV2 schedule - reality and non-scripted shows, which are very popular with young women and housewives with kids - into a distinct channel proposition, aimed more squarely at that audience. ITV2 will continue to be the youngest channel in our portfolio, outside of CITV, and the strategy of bringing more scripted series, both acquired and commissioned, will continue apace, alongside panel shows, formats and other young skewing commissions.”
ITVBe will be wholly funded by advertising and sponsorship.