ITV is to launch a new free-to-air channel latest this year aimed at a younger, female audience.
The channel, ITVBe, will feature the best entertaining lifestyle and reality programming from the UK and the US, and will become the exclusive home of ITV’s award winning series, The Only Way is Essex (TOWIE).
ITVBe, which will launch towards the end of the year, will be wholly funded by advertising and sponsorship, and will be available free on all the major broadcasting platforms, including Freeview, Sky and Virgin.
“ITVBe will be a terrific new addition to our family of channels,” said Adam Crozier, Chief Executive of ITV
“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.”
ITV will also this year launch its first pay channel on Sky’s platform, ITV Encore, which will be home to some of ITV’s most successful drama series of recent years together with original commissions from 2015.